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Reisner ,  Christian 

Fichthorne,  1872-1940. 
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CHURCH  PUBLICITY 

THE  MODERN  WAY 
TO  COMPEL  THEM  TO  COME  IN 


BY  y 

CHRISTIAN  F.  REISNER 


THE  METHODIST  BOOK  CONCERN 
NEW  YORK  —  CINCINNATI 


Copyright,  1913,  by 
CHRISTIAN  F.  REISNER 


IV 


TO 

BISHOP  HENRY  WHITE  WARREN 

AND  THE 

REV.  JAMES  W.  ALDERMAN,  D.D., 

TO  WHOM  THE  AUTHOR  IS  MOST  INDEBTED 
FOR  INSPIRATION,  ADVICE,  AND  CORDIAL 
FRIENDLINESS  WHEN  STRENGTH  FROM 
SUCH  AID  WAS  VITALLY  NEEDED,  THIS  BOOK 
IS       DEDICATED      WITH     GREAT     GRATITUDE. 


CONTENTS 

chapter  page 

Introduction — Why  This  Book? 1 

I.  Why  Should  Churches  Advertise? 13 

II.  Does  Publicity  Pay? 34 

III.  The  Minister  Who  Advertises 59 

IV.  Marks  of  a  Good  Publicist 77 

V.  Learning  How  to  Advertise 88 

VI.  The  Newspaper's  Cooperation  Secured 100 

VII.  Paid  Newspaper  Advertising 119 

VIII.   Making  the  Church  Prominent 148 

IX.  Phrases,  Appeals,  and  Flavor  in  Advertising 166 

X.  Employing  "Cuts"  for  Emphasis 187 

XI.  Out-Door  Advertising 205 

XII.   Morning  Worship  and  Midweek  Service  Methods 236 

XIII.  Featuring  the  Sunday  Night  Service 257 

XIV.  Groups,  Speakers,  and  Subjects   for  Sunday  Night  ....  273 

XV.  Aiding  Sunday  Schools  and  Children  by  Advertising  .  .  .  297 

XVI.  Attracting  Adults  to  Bible  Classes 327 

XVII.  Drawing  Nonprofessors  into  Revival  Meetings 345 

XVIII.  Permanent  Membership  Reminders 366 

XIX.  Employing  Printed  Bulletins  and  Booklets — Effective 

Distribution 394 

Index 409 

vii 


INTRODUCTION— WHY  THIS  BOOK? 

Here  is  a  pithy  poem: 

_,  Early  to  bed  and  early  to  rise  \ 

inen  ^^^  ^^^^  have  made  people  rich,  healthy,  and  wise;  ] 

?^^  But  at  present  the  man  who  would  fain  make  his  mark 

^^  Has  got  to  keep  hustling  till  long  after  dark. 

Another  is  hke  it : 

All  things  come  to  him  who  waits,  , 

But  here's  a  rule  that's  slicker —  I 

The  man  who  goes  for  what  he  wants 
Will  get  it  all  the  quicker. 

And  one  more  is:  "All  things  come  to  him  who  hustles  while 
he  waits."  The  business  man  feels  the  truth  of  the  strain  and 
stress  expressed  in  these  words. 

Some  complain  that  church  work  is  difficult.  That  is  true. 
But  so  is  business.  It  was  never  more  so.  Shall  we  allow 
commercial  institutions  to  forge  ahead  while  ^  the 
Church  church,  with  any  kind  of  an  excuse,  lags  behind? 
^^.  Jesus   did  not  permit  his  cause  to  be  buried.     He 

ComJ^^^^  drove  out  temple  thieves,  preached  from  a  boat, 
pared  and  fed  the  five  thousand  so  that  they  could  com- 

prehend further  preaching  in  an  outdoor  service. 
The  Rev.  C.  S.  Long,  D.D.,  says,  *'John  the  Baptist,  Jesus,  and 
Paul  were  even  called  sensationalists  in  their  day."  It  is  not 
permissible  to  deal  in  *'claptrap."  Under  no  circumstances 
can  a  church  retain  its  name  and  fail  to  give  men  news  from 
God.  "Unless  men  are  lifted  out  of  sin,  the  organization  is 
a  club  and  not  a  church,"  says  Mr.  W.  J.  Stitt,  a  prominent 
layman  of  New  York. 

That  is  true.  But  we  dare  not  sit  back  in  smug  satisfaction 
because  the  blunt  or  kindly  gospel  is  preached.  Jesus  com- 
manded when  those  invited  and  expected  did  not  come,  "Go 
out  and  compel  them  to  come  in."  The  church  sometimes 
rocks   itself  to   sleep  with  affirmations  of  its  indispensability. 


2  CHURCH  PUBLICITY 

That  is  true,  but  the  world  must  be  made  to  feel  it.  It  is 
the  salt,  but  to  save  it  must  be  brought  into  contact  with  the 
world. 

Dare  we  content  ourselves  by  making  excuses  for  the  empti- 
ness of  the  churches.'^  If  there  is  a  way  to  fill  them  for  the 
hearing  of  the  "Word,"  we  must  search  until  that  way  is 
found,  and  work  until  we  are  spent  to  exhaustion  in  giving 
the  way  a  full  test.  A  friend,  now  the  president  of  a  great 
college,  said  while  a  much-wearied  pastor:  "I  had  rather  be 
a  beacon  light  for  a  few  years  than  to  be  a  tallow  dip  for 
thrice  that  number."  Dr.  Goodell,  starting  out  for  a  revival 
at  Calvary  Church,  New  York  city,  purposed  that  success 
should  come  or  "there  would  be  a  funeral  in  the  parsonage." 

Thousands  of  business  men  are  shortening  their  lives  to 
drive  a  commercial  institution  to  success.  Shall  church 
representatives  be  less  prodigal.^  Jesus  might  have  saved 
himself.  Ministers  are  the  best  risk  for  life  insurance  com- 
panies. Part  of  that  is  due  to  the  simple  life.  But  when 
we  get  the  passion  of  our  fathers  it  will  be  less  true. 

The  Rev.  George  H.  Combs,  D.D.,  pastor  of  the  splendid 
Christian  Cathedral  on  Independence  Avenue,  Kansas  City, 
Mo.,  built  and  backed  by  the  noble  layman,  R.  A.  Long, 
has  hitherto  expressed  himself  as  a  marked  conservative  about 
advertising.  He  has,  however,  vision,  and  is  open  to  all  the 
best  movements,  and  so  is  seeing  its  possibilities.  Earle 
Pearson,  advertising  director  of  the  Redpath-Horner  Bureau, 
recently  heard  one  of  his  sermons  and  reported  him  as  saying: 
"What  would  you  think  of  a  business  institution  down  town 
that  spent  as  much  as  $350,000  on  a  building,  stocked  it 
with  goods,  manned  it  or  womaned  it  with  clerks,  and  then 
made  an  allowance  of  $300  a  year  for  advertising?  At  that 
ratio  the  modern  business  house  spends  not  less  than  $35,000 
for  advertising  each  year,  or  ten  per  cent.  I  am  asking  the 
members  of  this  church  for  $5,000  to  be  spent  each  year  for 
publicity,  so  that  we  can  better  use  the  opportunities  we  have." 

A  new  mail-order  house  was  organized  in  New  York  city 
at  the  beginning  of  1913.  The  paid-in  capital  stock  was 
$1,000,000.  It  took  seven  months  to  get  up  and  print  the 
first  catalogue.  That  catalogue  alone  cost  one  half  million 
dollars.  The  firm  evidently  built  on  a  broad  foundation, 
determined  to  do  a  large  business;  but  publicity  was  vital 
with  them. 


INTRODUCTION— WHY  THIS  BOOK?  3 

Mr.  G.  C.  Shane,  of  the  firm  of  Shane  Brothers  &  Wilson, 
millers,  in  Philadelphia,  went  to  foreign  lands  for  the  purpose 
of  getting  fresh,  strong  material  from  actual  experience  to  use 
in  an  advertising  campaign  for  missionary  money.  In  opening 
one  of  his  little  pamphlets,  which  he  employed  to  advertise 
his  own  local  church,  he  says,  quoting  a  minister:  "  *It  is  the 
devil's  method;  I  don't  believe  in  advertising.  It  is  used  to 
promote  fakes  and  humbugs.'  "  Then  our  friend  adds,  com- 
menting on  the  preacher:  "What  a  good  friend  the  devil  has 
in  that  preacher!  What  a  lot  of  work  he  saves  the  old  boy  by 
not  allowing  his  church  to  advertise!  People  three  blocks 
away  do  not  know  that  church  is  there.  We  are  not  going 
to  miss  a  good  thing  that  is  really  good  because  the  devil  saw 
it  first.  We  are  not  going  to  lose  the  power  of  advertising 
because  the  devil  used  it  first.  It  is  a  method  the  devil  uses, 
but  it  is  not  his."  He  then  goes  on  to  demonstrate  how  a  busi- 
ness man  can  awaken  people  by  using  a  few  bright  and  strongly 
printed  words. 

The  church  is  too  much  afraid  of  getting  out  of  beaten 
paths.  The  devil  has  been  allowed  to  preempt  too  many 
useful  methods.  Mr.  Wesley  would  not  allow  musical  instru- 
ments in  his  churches.  What  would  we  do  without  the  aid  of 
music  now?  We  in  our  day  may  make  an  equally  foolish 
mistake. 

The  publisher  of  the  Financial  World  stated  recently  in  an 
address  at  Philadelphia  that  $100,000,000  are  stolen  every  year 
from  people  who  can  least  afford  it,  through  the 
^hi^^Ad^'^'  "^^^^s  ^^  fraudulent  advertising.  He  stated,  further: 
vertising  "Advertising  is  objectionable  if  it  in  any  manner 
perpetrates  a  fraud  upon  the  public,  is  couched  in 
indecent  language,  is  viciously  illustrated,  advertises  harmful 
products,  or  is  sponsored  by  an  advertiser  who  is  known  to 
be  unfair  in  his  dealings  with  the  public." 

It  is  only  recently  that  newspapers  have  begun  to  think  of 
viseing  their  advertisements.  W.  C.  Freeman  went  with  the 
New  York  Mail  only  six  years  ago,  with  the  understanding 
that  he  was  not  to  accept  any  advertisements  which  were  not 
absolutely  correct  in  their  statements.  He  has  had  phenom- 
enal success,  and  now  dozens  of  newspapers  all  over  the 
United  States  follow  the  same  rule.  Mr.  Freeman  is  as  devoted 
to  the  advocacy  of  honesty  in  advertising  as  any  minister  is  to 
his  pulpit  work,  and  his  influence  is  now  national.     The  New 


4  CHURCH  PUBLICITY 

York  Tribune  has  just  employed  him  to  manage  its  adver- 
tising, and  will  authorize  him  to  be  literal  in  his  interpretation 
of  this  rule.  It  is  thought  that  a  newspaper  which  prints  only 
advertisements  with  exact  truth  in  them  will  have  unusual 
value  to  the  people.  Firms  found  in  its  columns  will  have 
a  steady  patronage  of  trustful  patrons  which  no  other  institu- 
tion can  secure.  No  firm  can  now  last  long  which  does  not 
tell  the  absolute  truth.  All  successful  advertising  is  built 
on  the  truth. 

Quite  recently  it  was  the  privilege  of  the  writer  to  dine  at 
the  home  of  the  widely  known  advertiser  O.  J.  Gude,  to 
talk  over  the  advisability  of  churches  advertising.  Mr. 
Freeman,  Mr.  Joseph  Appel,  the  director  of  Mr. 
Advertis-  Wanamaker's  advertising,  and  a  number  of  other 
Specialists  splendidly  skilled  publicists  besides  the  host  were 
present.  Five  hours  of  earnest  discussion  were  car- 
ried on  as  to  the  need  and  advisability  of  church  advertising, 
and  it  was  not  a  spiritual  attitude  which  led  to  the  unani- 
mous conclusion  that  the  day  was  at  hand  for  the  church  to 
push  itself  to  the  front,  since  men  in  their  deepest  hearts 
needed  it. 

J.  Ritchie  Patterson,  one  of  the  most  successful  teachers 
of  an  adult  Bible  class,  the  Epworth,  in  Western  Avenue 
Methodist  Church,  Chicago,  who  is  unusually 
Books  on  trained  for  church  publicity,  writes:  "I  handle 
Ad^^r-*^  all  the  new  books  in  the  Chicago  Public  Library, 
tising'  ^^^  twenty  years  I  have  watched  for  light  on 
church  advertising,  and  have  studied  everything 
I  could  get  hold  of.  A  few  advertising  books  have  chap- 
ters on  church  advertising,  but  very  few,  and  they  of  little 
value." 

William  F.  Cochran,  of  Baltimore,  who  has  so  gladly  ex- 
pended large  sums  of  money  for  religious  publicity,  and  for 
J.  advertising  facts  in  the  interest  of  the  Anti-Saloon 

Approval  League,  writes:  "I  am  glad  to  hear  that  you  are 
getting  up  a  book  on  the  matter  of  church  adver- 
tising.    It  is  an  uncultivated  field." 

The  Rev.  James  M.  Gage,  of  Chicopee  Falls,  Mass.,  writes 
(Dr.  Gage  is  the  pastor  of  a  church  in  a  small  town  who  is 
doing  a  splendid  publicity  work):  "I  believe  we  do  not  have 
enough  of  the  right  kind  of  advertising  for  the  highest  success 
of  the  church." 


INTRODUCTION— WHY  THIS  BOOlC?  5 

For  many  years  the  writer  has  made  a  specialty  of  pro- 
gressive church  plans — buying  every  book  discovered  and  going 
through  it.  There  is  absolutely  nothing  on  church 
Author  s  advertising  yet  discovered  except  the  book  by 
sive  Plans  Charles  Stelzle  on  the  Principles  of  Church  Adver- 
tising. Recently  the  Men  and  Religion  Campaign 
appointed  a  committee  on  Religious  Publicity.  This  commit- 
tee was  composed  almost  entirely  of  laymen.  They  gave  some 
general  suggestions,  but  nothing  very  concrete.  Laymen  alone 
cannot  do  effective  church  advertising;  they  must  be  yoked 
with  ministers. 

One  pastor  writes,  when  asked  why  the  church  has  neglected 
or  refused  to  advertise:  "Because  the  men  who  compose  the 
official  boards  of  most  churches  give  only  a  fraction  of  their 
time  to  the  promotion  of  the  interests  of  the  church  as  com- 
pared with  the  time  they  devote  to  the  promotion  of  their 
business  interests;  hence  the  temporal  affairs  of  the  church 
have  been  uniformly  neglected."  I  do  not  believe  that  is  quite 
correct.  It  is  true,  however,  that  no  layman  can  successfully 
advertise  the  church  unless  he  gives  himself  to  it  vitally  until 
he  thoroughly  understands  the  business.  It  requires  a  peculiar 
specialist  to  catch  the  spirit,  find  the  language,  and  employ 
the  methods  that  will  win  a  substantial  and  fruitful  hearing 
for  the  church. 

With  this  conviction  growing  through  sixteen  years*  pastorate 
in  aggressive  cities,  where  tremendous  effort  was  necessary 
to  get  a  hearing,  the  writer  has  gathered  up  the 
Prepara-  courage  to  put  out  a  book  on  church  advertising, 
this  Book  ^^^  preparation  has  gone  on  for  some  years.  The 
final  forms  had  to  be  worked  up  in  the  midst  of 
multitudinous  activities  in  a  large  New  York  city  church. 
The  output,  however  crude  it  may  be,  is  from  the  heart. 
The  conviction  is  intense  that  the  church  must  wake  up 
and  employ  publicity  methods.  The  day  was  never  so 
ripe  for  this  work.  Men  are  hungry  for  Christ.  They  will 
fall  in  love  with  him  if  they  can  be  brought  into  a  warm, 
brotherly,  spiritual  atmosphere.  We  must  indeed  "compel" 
them  to  come  in. 

More  than  one  hundred  and  fifty  ministers  in  all  parts  of 
the  United  States  and  in  every  Protestant  denomination  were 
sent  a  long  series  of  questions.  Many  answered  patiently, 
intelligently,  and  promptly.     A  large  number,  however,  did  not 


6  CHURCH  PUBLICITY 

reply  at  all.  Others  did  not  give  answers  that  could  be  used. 
The  replies  received  would  alone  have  made  a  book.  It  was 
necessary,  therefore,  to  edit  carefully.  The  following  men  are 
quoted: 

Milo  Atkinson,  Centennial  Christian,  Bloomington,  111. 

Louis  F.  Bausman,  Methodist  Episcopal,  Fairton,  N.  J. 

W.  E.  Biederwolf,  D.D.,  Winona  Lake,  Ind. 

B.  A.  Bowers,  First  Baptist,  Cape  May,  N.  J. 

Thomas  S.  Brock,  Broad  Street  Methodist  Episcopal,  Burlington,  N.  J. 

J.  Whitcomb  Brougher,  D.D.,  Temple  Auditorium  Bldg.,  Los  Angeles,  Cal. 

E.  Howard  Brown,  Earlham,  la. 

F.  H.  Brunstetter,  Shamokin,  Pa. 

W.  W.  Bustard,  D.D.,  Euclid  Avenue  Baptist,  Cleveland,  O. 

E.  H.  Byington,  D.D.,  West  Roxbury,  Mass. 

John  L.  Cairns,  Methodist  Episcopal,  Littleton,  N.  H. 

Charles  L.  E.  Cartwright,  D.D.,  Methodist  Episcopal,  Pittsburgh,  Pa. 

W.  H.  Christ,  Evangelical,  West  Bethlehem,  Pa. 

George  Hamilton  Combs,  D.D.,  Christian,  Kansas  City,  Mo. 

Sydney  Herbert  Cox,  D.D.,  Central  Congregational,  Philadelphia,  Pa. 

George  Rowland  Dodson,  D.D.,  Church  of  the  Unity,  Saint  Louis,  Mo. 

J.  Stanley  Durkee,  South  Congregational,  Brockton,  Mass. 

George  A.  Duvall,  D.D.,  Gordon,  Pa. 

Charles  A.  Eaton,  D.D.,  Baptist,  New  York. 

Orien  W.  Fifer,  D.D.,  Grace  Methodist  Episcopal,  Des  Moines,  la. 

Maurice  Penfield  Fikes,  D.D.,  Baptist,  Detroit,  Mich. 

J.  M.  Gage,  Methodist  Episcopal,  Chicopee  Falls,  Mass. 

Fred  K.  Gamble,  Calais,  Me. 

J.  L.  Gardiner,  D.D.,  Methodist  Episcopal,  South  Bend,  Ind. 

Charles  C.  Garland,  Concord,  N.  H. 

Andrew  Gillies,  D.D.,  Methodist  Episcopal,  Minneapolis,  Minn. 

R.  B.  Guild,  D.D.,  Congregational,  Topeka,  Kan. 

A.  C.  Hacke,  Congregational,  Dickinson,  N.  D. 

E.  W.   Hart,   D.D.,   Methodist  Episcopal,   Philadelphia,  Pa. 

F.  W.  Hart,  Methodist  Episcopal,  Chardon,  O. 

George  W.  C.  Hill,  North  Congregational,  Saint  Johnsbury,  Vt. 

A.  R.  Holderby,  Moore  Memorial  Presbyterian,  Atlanta,  Ga. 

Horace  L.  Jacobs,  D.D.,  First  Methodist  Episcopal,  Altoona,  Pa. 

Clarence  O.  Kimball,  D.D.,  First  Methodist  Episcopal,  Manhattan,  Kan. 

Frank  B.  Lane,  First  Baptist,  Vineland,  N.  J. 

F.  R.  Leach,  D.D.,  Grace  Baptist,  Milwaukee,  Wis. 

J.  W.  Lee,  First  Methodist  Episcopal,  Gloucester  City,  N,  J. 

H.  Addis  Leeson,  D.D.,  Ypsilanti,  Mich. 

Adna  Wright  Leonard,  D.D.,  First  Methodist  Episcopal,  Seattle,  Wash. 

M.  H.  Lichliter,  D.D.,  Grace  Methodist  Episcopal,  Baltimore,  Md. 

Clarence  S.  Long,  John  Chambers  Memorial  Presbyterian,  Philadelphia,  Pa. 

R.  S.  MacArthur,  D.D.,  Emeritus  Pastor  Calvary  Baptist,  New  York. 

Daniel  L.  Marsh,  D.D.,  Methodist  Episcopal,  Sewickley,  Pa. 

M.  A.  Matthews,  D.D.,  First  Presbyterian,  Seattle,  Wash. 

M.  O.   McLaughlin,  D.D.,   United  Brethren,  Omaha,  Neb. 

M.  B.  McNutt,  Presbyterian,  Glen  Ellyn,  111. 

John  E.  Miles,  Baptist,  Waverly,  N.  Y. 


INTRODUCTION— WHY  THIS  BOOK?  7 

Johnston  Myers,  D.D.,  Immanuel  Baptist,  Chicago,  111. 

A.  Hamilton  Nesbitt,    Methodist  Episcopal,   Palenville,   N.   Y. 

Leopold  A.   Nies,   D.D.,   Methodist  Episcopal,   Boston,  Mass. 

S.  A.  Northrup,  D.D.,  First  Baptist,  Kansas  City,  Kan. 

George  W.  Owen,  D.D.,  First  Congregational,  Hyde  Park,  Mass. 

Warren  G.  Partridge,  D.D.,  Fifth  Baptist,  Troy,  N.  Y. 

William  H.  Phelps,  Methodist  Episcopal,  Battle  Creek,  Mich. 

A.  F.  Ragatz,  D.D.,  Christ  Methodist  Episcopal,  Denver,  Colo. 

William  A.  Rolle,  Southern  Presbyterian,  Lafayette,  La. 

Henry  Edward  Rompel,  D.D.,  Belvidere,  111, 

C.  H.  Rust,  D.D.,  Second  Baptist,  Rochester,  N.  Y. 

C.  H.  Ryder,  D.D.,  Cor.  Sec.  American  Missionary  Association,  New  York.] 

M.  L.  Sanders,  D.D.,  Methodist  Episcopal,  Colville,  Wash. 

J.  F.  Shaw,  D.D.,  Trinity  Methodist  Episcopal,  Paterson,  N.  J. 

Charles  M.  Sheldon,  D.D.,  Congregational,  Topeka,  Kan. 

Harold  Paul  Sloan,  Methodist  Episcopal,  New  Brunswick,  N.  J. 

U.  F.  Smiley,  D.D.,  Second  Presbyterian,  Camden,  N.  J. 

C.  J,  Stacy,  Presbyterian,  Elberton,  Ga. 

Allen  A.  Stockdale,  D.D.,  Union  Congregational,  Boston,  Mass. 

N.  W.  Stroup,  D.D.,  Dist.  Supt.,  Methodist  Episcopal,  Cleveland,  O. 

A.  B.  Taylor,  Methodist  Episcopal,  North  Cohocton,  N.  Y. 

Worth  M.  Tippy,  D.D.,  Epworth  Methodist  Episcopal,  Cleveland,  O. 

W.  R.  Ward,  Presbyterian,  Mount  Gilead,  O. 

Robert  Watson,  D.D.,  Presbyterian,  Cincinnati,  O. 

D.  E.  Weigle,  D.D.,  Pastor  of  Messiah  Lutheran,  Philadelphia,  Pa. 
Herbert  J.  White,  D.D.,  First  Baptist,  Hartford,  Conn. 

C.  H.  Woolston,  D.D.,  Baptist,  Philadelphia,  Pa. 

Thomas  J.  J.  Wright,  Trinity  Methodist  Episcopal,  Millville,  N.  J. 

L.  M.  Zimmerman,  D.D.,  Lutheran,  Baltimore,  Md. 

The  following  laymen  also  replied  to  the   same  questions  or 
a  different  list: 

H.  M.  Blossom,  President,  Insurance  Agency  Company,  Saint  Louis,  Mo. 

Edward  Crusselle,  of  Atlanta,  Ga. 

William  R.  Gardiner,  of  Fenton  &  Gardiner,  Advertisers,  286  Fifth  Avenue, 

New  York. 
W.  R.  Hotchkin,  Advertising  Director,  Gimbel  Brothers,  New  York. 
W.  H.  Johns,  Vice-President,  George  Batten  Company,  Advertisers,  381 

Fourth  Avenue,  New  York. 
Burt  E.  Lyon,  Troy,  N.  Y. 
Walter  W.  Manning,  Advertising  Manager,  McClure  Publishing  Company, 

New  York. 
Harold  Spencer,   Chairman  Publicity   Committee,   First  Baptist  Church, 

Hartford,  Conn. 
T.  B.  Spencer,  Advertising  Director  of  the  New  York  Sun. 
H.  L.  Towle,  of  Philadelphia,  Pa.,  Chairman  of  the  Publicity  Committee 

of  his  church. 
Louis  Wiley,  General  Manager  of  the  New  York  Times. 

Whenever  these  men  are  quoted  in  the  body  of  the  book 
the  name  alone  will  be  given,  so  that  if  the  reader  wants  to  de- 


8  CHURCH  PUBLICITY 

termine  the  denomination  to  which  any  one  of  them  belongs 
or  in  what  town  he  is  located,  this  list,  presented  in  alphabet- 
ical order,  can  be  consulted. 

The  universal  cry  of  these  men  is  for  help  in  church  adver- 
tising. Most  of  them  declare  that  churches  are  too  much 
,  p  impoverished  to  undertake  publicity  work.  Many 
for^Help  ^^^^  ^^^  *^^^'  directness,  and  human  flavor,  in 
advertising,  that  will  command  a  hearing  and 
bring  results.  Some  '*ad"  writing  school  will  get  a  reputation 
and  do  untold  good  when  it  puts  on  an  exclusive  department 
for  religious  publicity.  A  bright  and  aggressive  minister, 
recently  employed  by  a  large  group  of  prominent  churches  to 
devise  and  perfect  church  efficiency,  admitted  to  the  writer 
after  an  interview  that  he  had  never  before  realized  the  value 
of  church  advertising. 

It  will  be  immediately  objected  that  a  country  church  or 
one  in  a  small  town  cannot  use  publicity  methods.  Do  not 
be  deceived.  That  is  not  a  fact.  They  can  employ 
Possible  them  more  effectively  than  the  city  because  the 
Kinds  of  country  is  not  so  completely  smothered  with  them. 
Churches  The  Rev.  A.  Hamilton  Nesbitt  at  Palenville,  N.  Y., 
a  town  of  six  hundred  population,  sent  me  a 
dozen  varieties  of  effective  printing  used  to  wake  up  that 
small  town  and  build  up  his  church.     Here  are  some  of  them: 

A  big  poster  sheet  the  size  of  a  newspaper  with  the  head- 
line large,  "A  Homelike  Church."  At  the  bottom,  a  blank 
space  on  which  could  be  painted  by  hand  the  topics  for 
Sunday. 

A  big  bill  advertising  an  excursion  at  a  special  rate,  run 
for  the  privilege  of  the  whole  town,  from  Palenville  to  the 
river  and  then  up  the  river  to  Kingston  Point  and  back. 

A  bill  giving  full  particulars  about  a  remarkable  bazaar 
to  be  held. 

A  window  card  of  striking  form  telling  of  the  regular  services 
in  the  church. 

A  window  card  giving  the  rules  of  the  Men's  Club,  which 
had  been  organized  in  a  vacant  store,  which  was  turned  into 
a  club  room. 

A  complete  program  of  a  concert  filled  with  advertisements 
of  the  stores  just  like  one  put  out  in  the  city. 

A  complete  ticket  describing  a  trip  around  the  world  with 
coupons,  promising  that  the  following  countries  will  be  repre- 


INTRODUCTION— WHY  THIS  BOOK?  9 

sented:  Hill  Countries  of  the  Himalayas,  In  Darkest  Africa, 
Land  of  the  Koran,  Darkest  Chicago,  The  Land  of  the  Incas. 
It  was  promised  that  these  places  would  be  reproduced  by 
pictures,  costumes,  and  scenery,  Thursday  nights,  running 
from  December  5  to  April  24. 

Coupon  tickets  used  in  a  contest  in  the  Sunday  school. 
Blotters  pertinent  and  well  worded  in  an  effort  to  draw  people 
into  the  church.  They  were  placed  in  the  rooms  of  summer 
residents. 

Post  cards  specially  attractive  to  rural  communities.  Book 
marks  giving  helpful  Scripture  references.  A  calling  card 
that  had  unique  features  about  it. 

There  were  also  many  others  that  gave  strong  invitations 
to  the  services.  To  cap  it  all,  he  issued  for  that  little  town 
a  splendid  annual  report  of  the  church.  The  first  page  was 
"In  Memoriam"  to  the  members  of  the  church  who  had  passed 
away. 

The  Rev.  George  A.  Duvall,  of  Gordon,  Pa.,  a  town  of 
twelve  hundred  inhabitants,  has  exhibited  similar  energy  with 
equal  success. 

The  Rev.  T.  B.  Young,  at  Red  Hook,  N.  Y.,  a  town  of 
one  thousand  people,  put  new  life  into  his  church  and  com- 
munity by  adopting  his  own  publicity  methods  in  the  same 
spirit. 

Dozens  of  instances  might  be  noted,  for  many  of  the  pastors 
who  have  furnished  copy  to  appear  in  the  book  are  located 
in  the  smaller  towns.  Let  no  one  turn  away  from  reading  this 
book,  thinking  it  is  directed  to  city  churches.  It  is  prepared 
with  the  conviction  that  all  kinds  of  churches  can  use  pub- 
licity for  the  glory  of  God. 

A  personal  word  may  not  be  amiss.  Appointed  pastor  of 
beautiful  Grace  Church,  Denver,  where  some  of  the  strongest 
preachers  in  Methodism  had  failed  to  secure  a 
alE  ^^°^'  Sunday  night  audience,  new  methods  seemed  im- 
ence  perative.     After    trying    other    more    conservative 

methods  more  than  three  years,  *'The  Happy  Sun- 
day Evening,"  with  strong  publicity  features,  was  evolved. 
Details  of  the  publicity  campaign  inaugurated  and  carried  out 
cannot  here  be  given  and  proper  modesty  observed,  but  suf- 
fice it  to  say  that  two  thousand  people  were  received  into 
the  church,  and  there  was  never  a  Sunday  night  when  empty 
seats  were  available.  ^ 


10  CHURCH  PUBLICITY 

Three  years  ago,  with  a  clear  understanding  on  the  part  of 
the  splendid  business  men  who  compose  the  officiary  of  Grace 
Methodist  Episcopal  Church,  New  York  city,  the  writer 
came  on  as  pastor.  The  same  methods  employed  in  Denver 
could  not  be  immediately  installed.  Gradually  they  were  in- 
augurated, and  to  a  man  the  officials  have  stood  by  and  be- 
lieved in  the  plan.  Over  one  thousand  new  members  have 
been  added,  and  an  audience  which  had  averaged  two  hundred 
now  runs  over  one  thousand  regularly.  Nearly  two  million 
pieces  of  advertising  matter  have  been  put  out,  including  every 
kind  that  could  be  discovered  which  was  within  the  range 
of  the  meager  financial  resources  which  every  church  faces. 
These  experiences  have  deepened  the  conviction  concerning 
the  power  of  publicity. 

These  facts  need  emphasis. 

First.  The  pastor  or  the  church  will  find  the  money  for 
some  vital  publicity  work  if  they  will  look  for  it.  Scores  of 
business  men  believe  in  it.  A  normal  audience  will 
ta^  t°p'  t  ^^SP^^^  ^it^  ^  special  offering.  The  writer's  official 
board  gives  him  one  Sunday  night's  loose  collection 
a  month.  This  has  grown  to  large  dimensions  and  is  always 
augmented  by  special  appeals  to  those  who  believe  in  publicity 
work.  Outsiders  who  are  not  affiliated  with  your  church,  or 
even  any  church,  will  aid  in  this  new  method  of  attracting  an 
audience. 

Second.  Every  kind  of  a  town  and  community  will  respond 
to  publicity  work.  A  better  opportunity  is  open  in  the  small 
towns  than  in  the  city.  It  is  foolish  and  dangerous  to  shift 
responsibility  by  the  declaration  that  such  methods  as  are 
found  in  this  book  will  fit  only  the  city.  They  have  been  tried 
in  every  kind  of  a  community  and  worked  remarkable  results 
without  exception. 

Third.  The  ordinary  pastor  who  will  follow  lines  of  train- 
ing that  are  open  to  him  can  write  telling  copy.  He  should 
read  a  few  good  books,  watch  display  advertising  in  the  daily 
papers  and  magazines,  and  study  the  effect  of  the  printed 
matter  he  does  get  out  upon  the  people  themselves.  His 
mental  training  and  his  ability  to  preach  to  the  masses  equip 
him  so  that  if  he  will  put  himself  at  it  he  can  be  an  effective 
advertiser. 

Fourth.  Any  preacher  will  be  made  over  if  he  secures  an 
audience.    A  company  of  laymen  who  are  not  church  attendants 


INTRODUCTION— WHY  THIS  BOOK?  11 

and  are  acquainted  with  the  modern  methods  of  approved 
advertisement,  suggested  that  a  "Blue  List"  of  preachers 
should  be  arranged.  That  is  not  necessary.  Many  known 
cases  could  be  cited  where  men  were  inspired,  thrilled,  made 
young,  turned  into  effective  preachers  by  being  given  a  large 
and  popular  audience.  There  are  exceptions,  but  when  laymen 
discover  such  a  case,  changes  can  easily  be  arranged. 

Fifth.  There  was  never  a  time  when  laymen  of  vision  and 
consecration  were  so  eager  to  help  in  this  campaign.  The 
Baltimore  News,  with  the  aid  of  one  or  two  laymen,  inaug- 
urated a  half-page  and  page  display  advertisement  for  the 
general  religious  life  of  the  city.  This  was  immediately 
followed  by  another  group  of  laymen  who  did  the  same  work 
in  Philadelphia.  Then  groups  of  men  in  Chattanooga  and 
other  cities  took  it  up.  Strong  laymen  all  over  the  country 
are  waiting  for  leadership  in  this  particular  direction.  The 
minister  must  be  the  religious  leader  always.  Laymen  are  too 
busy.     They  are  not  trained  along  specialist  lines. 

Sixth.  The  pastor  need  not  write  the  copy,  but  he  should 
direct  the  campaign  as  he  directs  every  other  campaign  in  the 
church  which  is  to  eventually  strengthen  his  particular  branch 
of  the  kingdom  of  God.  He  must  not  be  afraid  of  criticism; 
he  must  be  willing  to  take  responsibility.  He  must  forget  the 
past  successes  or  failures,  and  push  toward  the  prize  of  his 
high  calling.  Scores  and  scores  are  doing  that.  Hundreds 
more  are  ready  to  go  forward. 

Shall  we  not  pray  together  that  the  messages  which  are 
collected  and  the  material  which  has  been  cemented  together 
in  this  book  may  help  bring  others  into  the  campaign  .^^  The 
writer  would  not  dare  spend  his  time  and  strength  at  this 
task  if  he  did  not  believe  that  it  was  to  result  in  advancing 
the  kingdom  of  God. 


CHAPTER  I 

Why  Should  Churches  Advertise? 

Arthur  Brisbane,  in  a  page  editorial  concerning  adver- 
tising, says: 

Very  old,  indeed,  is  advertising.  The  rainbow  in  the  clouds,  accord- 
Advprti«s  ^^^  ^^  Scripture,  was  one  of  the  early  advertisements.  It 
•  .  ~  promised  that  men  should  not  be  destroyed  with  a  Flood 
AnriPTit  again.  In  that  advertisement,  brilliant  in  color,  magnificent 
in  size,  Supreme  Power  announced  the  fact  that  that  par- 
ticular Flood  was  to  be  the  last  Flood. 

The  oldest  advertisement  in  existence  is  preserved  in  the 
British  Museum.  It  is  a  published  reward  for  a  fleeing 
slave  and  is  on  papyrus  over  3,000  years  old.  The  first 
advertising  circular  issued  in  modern  times  was  entitled 
Packwood's  Whim,  and  appeared  in  1796.  The  first  ad- 
vertising illustration  or  picture  is  still  remembered  by  some. 
It  represented  a  Hessian  boot  so  thoroughly  polished  by  a 
certain  kind  of  shoe  blacking  that  its  top  could  be  satisfac- 
torily used  for  a  mirror.  The  first  food  advertisement  ap- 
peared in  1870. 

Soon  after  Mr.  Bonner  had  started  the  New  York  Ledger 
he  one  day   walked   over  to  the  Herald  office,  with  the  line: 

"Read  Mrs.  Southworth's  new  story  in  the  Ledger." 
■^  profit-  He  was  a  poor  scribe  and  had  written  on  it  *'One 
£^®j.  line."     The  management  read  it  wrong  and  thought 

it  said  "One  page."  This  statement,  therefore, 
filled  a  whole  page.  When  Mr.  Bonner  saw  it  he  was  panic- 
stricken  and  tried  to  stop  it,  for  he  did  not  have  money 
enough  to  pay  for  it.  But,  fortunately,  that  could  not  be 
done.  Immediately  two  editions  of  the  Ledger  were  ex- 
hausted, and  soon  its  financial  success  was  assured.  ^  He 
soon  became,  for  his  day,  the  world's  greatest  advertiser, 
spending  as  much  as  $27,000  a  week. 

IS 


14  CHURCH  PUBLICITY 

In  1856  P.  T.  Barnum  offered  to  become  the  manager 
of  an  advertising  agency  if  guaranteed  a  salary  of  $1,000  a 
B  urn's  Y^^^'  ^^^  proposition  was  refused  and  so  he  went 
Offer  ^^^^  business  for  himself.     To-day  there  are  many 

advertising  writers  who  are  paid  as  much  as 
$20,000  annually. 

According  to  Mr.  Houston,  John  Wanamaker  took  in  $24.75 
the  first  day  he  was  in  business.  He  immediately  took  $24 
of  it  to  the  newspaper  and  bought  advertising 
Wana-  space.  He  now  spends  probably  close  to  $1,000,000 
Start  ^   year  for    advertising.     Herbert    N.    Casson   has 

calculated  that  at  the  present  time  $2,000,000  a 
day,  or  4  tons  of  gold,  is  spent  in  advertising  by  various  con- 
cerns. 

It  will  be  seen  from  the  foregoing  that  the  advertising  business 
is  a  new  industry,  and  it  is,  therefore,  not  to  be  wondered  at 
Tljg  that  the  church  has  not  taken  it  up.     Quacks  and 

Church  fakirs  quickly  take  hold  of  a  new  thing  that  turns 
Conserva-  the  money  immediately.  The  church  is  the  most 
^^^®  conservative   organization   on   earth.     Lincoln   was 

heartbroken  when  he  found  that  twenty  of  the  twenty-three 
ministers  in  Springfield  were  opposed  to  his  candidacy  for 
President.  But  while  the  church  moves  slowly  it  always 
moves  certainly.  When  it  does  take  up  the  work  of  publicity 
the  world  can  be  assured  that  there  will  be  a  message  back 
of  it  and  a  power  that  will  drive  that  message  home  to  the 
hearts  of  the  people. 

Mr,  Gude,  at  the  dinner  described  before,  emphasized  the 
fact  that  the  church  has  always  advertised,  since  every  steeple 
not  only  marks  the  institution  as  such,  but  gradually  lifts  the 
eye  toward  the  sky  and  reminds  folks  of  the  God  whom  they 
are  to  worship.  The  *'conference"  of  advertisers  agreed  that 
nothing  could  endure  which  did  not  have  truth  as  its  basis. 
That  made  all  advertising  vital  and  permanent.  Since  this 
was  true,  the  church,  having  all  truth,  or  the  measuring  rod 
for  all  truth,  should  push  its  cause  into  the  minds  of  the 
people.  No  institution  has  as  great  a  right,  the  members 
of  the  * 'conference"  concluded,  since  it  was  so  certain  of  its 
ground. 

Mr.  Gardiner,  of  Fenton  &  Gardiner,  expert  advertising 
agent,  gives  in  a  letter  a  very  clear  analysis.  It  is  as 
follows : 


WHY  SHOULD  CHURCHES  ADVERTISE?       15 

The  bell  in  the  steeple  sufficed  on  those  old  Sunday  mornings,  when 
life  was  simpler  and  men's  minds  were  less  distracted  by  brain-fagging 
business  competition  for  six  days,  and  a  belief  that  the  seventh 
should  be  devoted  to  physical  upbuilding  rather  than  a  readjustment 
of  spiritual  ideals.  The  old  church  bell  was  a  powerful  advertisement, 
recalling  to  men's  minds  the  inevitable  moment  when  the  body  and  the 
soul  should  dissolve  their  brief  partnership.  It  also  spoke  of  friendly 
fellowship. 

The  church  has  lost  ground  because  its  summons  has  been  drowned 
out,  because  the  invitation  of  the  golf-links  has  been  most  temptingly 
The  Bell  P^*  forth  in  beautiful,  well-kept  broad  acres,  whose  grass- 
an  Earlv  covered  fair  greens  seem,  to  the  careless  thinker,  God-given 
Publicist  ^^^  consoling,  rather  than  presenting  only  a  continuance 
of  the  strife  of  the  week.  It  has  lost  ground  because  the 
automobile  and  motor  boat  manufacturer  have  profited  by  the  power 
of  advertising  to  its  fullest  degree. 

The  church  should  advertise  because  advertising,  intelligently  pre- 
sented, offers  the  readiest  and  perhaps  the  only  method  of  getting  its 
neglected  case  before  the  public — it  offers  the  only  substitute  for  the 
old  church  bell;  and  because  every  man  who  plays  golf  or  motors  on 
Sunday,  to  the  neglect  of  his  church,  returns  at  eventide  with  the  great 
question  in  his  heart  of  whether  God  is  offended  by  his  neglect.  Your 
advertisement  will  answer  that  question. 

Important      Henry  L.  Stoddard,  the  owner  of  the  New  York 
Opinions    Evening  Mail,  says: 

It  should  advertise  to  reach  and  interest  more  people  than  the  present 
manner  of  appeal  does.  It  should  give  a  plain  and  direct  statement  of 
what  a  man  will  hear  there  to  inform  and  inspire  him. 

Mr.  I.  B.  Spencer,  the  advertising  director  of  the  New 
York  Sun,  answers: 

To  awaken  the  dying  spirit  of  religion  in  the  minds  of  those  who  give 
more  attention  to  getting  money  than  to  the  salvation  of  their  souls — 
to  appeal  to  the  very  young  women — the  future  guardians  of  the  home. 

Mr.  W.  W.  Manning  of  the  McClure  Publications,  Inc. : 

The  church  should  tell  to  everyone  who  wishes  to  lead  a  decent  life 
of  the  power  of  religion  to  guide  their  head  and  strengthen  their  heart  in 
the  great  crises  of  life.  I  think  the  church  has  neglected  or  refused  to 
advertise  because  they  thought,  that  it  was  below  their  dignity;  that  all 
people  should  know  what  religion  was,  when  they  had  not  analyzed  the 
fact  that  hundreds  of  thousands  of  children  have  been  born  and  raised 
without  knowing  that  such  a  thing  existed  even  in  our  most  populated 
districts. 

Ten  years  ago  the  bank  which  would  advertise  caused  sus- 
picion about  its  solidity.    Now  none  can  do  business  without  it,. 


16  CHURCH  PUBLICITY 

and  people  are  afraid  of  the  one  that  does  not  pubhsh  its 
condition  and  facts  proving  its  sohdity.  Canada  last 
year  drew  one  hundred  thousand  families  away 
Important  fj-om  the  United  States  by  advertising  its  farm 
tiorfs^  ~  lands.  Russia  has  just  employed  an  American 
expert  to  advertise  its  resources,  as  its  competitor 
and  former  enemy,  Japan,  has  been  doing. 

The  Bell  Telephone  Company  is  an  independent  corporation 
in  New  York.  It  has,  however,  advertised  until  one  is  looked 
upon  as  being  decidedly  behind  the  times  who  does  not  have 
a  telephone.  Consequently,  they  have  five  hundred  thou- 
sand instruments  in  use,  or  an  average  of  one  to  every  ten 
people  in  the  great  city.  Mr.  J.  B.  Ellsworth,  their  adver- 
tising director  for  the  United  States,  declares  that  publicity 
has  relieved  the  company,  as  well  as  many  other  corpora- 
tions, of  much  popular  hate  by  showing  that  they  have  no 
secrets  from  the  people. 

Dr.  Wentworth,  of  Corona,  Cal.,  wrote  recently  that  it 
took  $200,000  in  advertising  to  double  the  sales  of  oranges 
in  the  Middle  States,  but  they  w^ere  thus  kept  before  the 
people,  and  it  paid. 

Poland  Spring  water  first  exhibited  its  beneficial  qualities 
on  stock  which  drank  it  when  turned  into  the  pasture.  The 
alert  eldest  son  immediately  had  the  water  analyzed  and, 
using  his  power  of  publicity,  turned  the  spring  into  a  money 
mine. 

Thomas  Lipton  started  with  $500  capital.  With  $250  he 
adorned  three  white  pigs  with  pink  ribbons  and  put  on  them 
a  sign,  *'We  are  going  to  Lipton's  pink  tea."  They  were 
driven  through  the  streets.  This  and  other  publicity  exhausted 
one  half  his  capital,  but  in  a  few  hours  his  stock  was  sold  and 
he  had  money  for  new  stock.  Thus  he  began  his  great  busi- 
ness. 

The  White  Pine  Lumber  Mills  combined  on  an  advertising 
campaign.  As  a  result  they  turned  people  away  from  build- 
ing houses  with  bricks  back  to  wood,  and  soon  their  mills, 
which  had  largely  been  idle,  were  running  night  and  day. 

John  Cotton  Dana,  librarian  at  Newark,  has  advertised 
the  facilities  of  his  institution  and  publicly  declared  the  insti- 
tution as  open  to  inquirers.  This  advertising  has  greatly 
increased  the  number  of  readers,  as  well  as  those  using  its 
facilities. 


WHY  SHOULD  CHURCHES  ADVERTISE?       17 

Bakeries  have  combined  to  publish  the  fact  that  home- 
made bread  was  unhealthy.     Inspected  milk  has  been  marked 
with  danger  signals  by  those  who  advertise  pure 
^^Portant  brands  which  they  put  up. 

Grape  juice  and  other  non-intoxicating  beverages 
widely  advertised  are  greatly  helping  forward  the  cause  of 
total  abstinence. 

Lloyd  George  carried  on  his  campaign  for  the  removal  of 
the  food  tax  by  the  use  of  placards  posted  everywhere. 

Des  Moines  in  two  years'  advertising  secured  ten  factories 
and  saw  fourteen  hundred  new  houses  go  up.  Duluth,  Minn., 
found  a  new  method  of  attracting  population  by  studying  and 
teaching  gardening  and  farm  trucking  until  it  has  become 
noted  for  that,  and  has  thus  greatly  increased  the  population 
as  well  as  the  happiness  of  those  who  live  there.  The 
Chamber  of  Commerce  managed  it. 

The  National  Anti-Tuberculosis  Society,  according  to  Mr. 
Houston,  in  1912  raised  $19,000,000  as  a  result  of  their 
pubhcity  campaign.  They  spent  over  $2,250,000  simply  in 
warning  and  in  a  publication  of  facts  to  draw  in  money. 
Because  of  this  wide  expenditure  their  income  increased  in 
1912  over  1911  twenty-nine  per  cent. 

If  these  things  which  are  to  add  to  the  happiness,  the  liberty, 
the  health,  and  the  usefulness  of  the  population,  increase 
their  power  by  publicity,  what  reason  is  there  that  the  church 
may  not  do  the  same.f^  We  are  to  publish  the  gospel — the 
gospel  is  to  make  men  happy.  Everything  that  increases  man's 
happiness  in  a  genuine  way  aids  in  carrying  out  the  purpose 
of  the  gospel.  If  the  gospel  is  requisite  to  make  people  happy, 
we  must  as  certainly  compel  them  to  recognize  that  fact  as 
we  compel  them  to  recognize  the  fact  that  they  must  use 
good  milk,  breathe  right  air,  live  in  the  best  towns,  and  give 
their  money  to  the  needy. 

Mr.  H.  S.  Houston,  of  Doubleday,  Page  &  Co.,  in  the  splendid 
address  given  at  the  advertisers'  convention  at  Dallas  a  year 
ago,  uses  a  fine  illustration  of  the  fact  that  the 
hi^^Gl^d  church  has  brought  liberty  to  mankind  through  a 
Tidings  form  of  advertising  that  was  effective  in  its  day. 
He  tells  of  a  visit  to  the  Strassburg  Cathedral, 
where  he  saw  the  chain  that  once  held  fast  one  of  the  few  Bibles 
in  existence.  He  remarks,  "At  that  time  there  were  robber 
barons   on   the   Rhine,    and   the   Dark   Ages   held    Europe." 


18  CHURCH  PUBLICITY 

He  then  lifted  his  eyes  across  the  street  and  saw  the  place 
where  the  Gutenberg  Press  originated,  and  remembered  that 
when  this  Bible  was  unchained,  was  printed  and  scattered 
abroad,  liberty  came  to  the  world  through  the  light  and 
righteousness  of  the  published  Word. 

The  laymen  are  more  ready  to  advertise  than  the  minister. 

Many  of  the  latter  are  afraid  of  being  called  "sensational." 

They  are   not   cowardly   in   this  fear,   but  simply 

Sensa-       imagine  that  it  will  weaken  their  "thrust,"  and  thus 

render  them  ineffective  preachers  of  the  gospel. 

Jesus  made  the  masses  hear  him.  He  did  things  that 
attracted  attention.  He  did  not  do  them  to  demonstrate  his 
own  power.  He  employed  them  as  a  method  of 
A  "^^  .  gathering  folks  to  whom  he  could  preach  the  gospel. 
Publicists  H^  used  a  boat  as  a  pulpit  and  he  employed  a  whip 
to  drive  out  the  thieves  from  the  temple,  and  so 
set  the  people  to  talking  about  him.  Paul  sang  in  prison 
and  preached  in  the  prisoner's  box.  He  appealed  to  Caesar 
when  his  funds  ran  out,  so  that  he  could  be  sent  down  to  Rome 
and  preach  there,  and  while  there  went  about  the  streets, 
chained  to  a  soldier,  preaching  to  people.  He  went  to  the 
seaside,  where  the  people  gathered,  to  deliver  his  message. 
He  wrote  letters  with  his  own  hand.  Some  think  the  "thorn 
in  the  flesh"  was  a  crippled  sight,  for  in  one  instance  he  says, 
"See  how  large  a  letter  I  have  written"  (meaning  large  letters). 

Luther  did  not  hide  his  candle  under  a  bushel  when  he 
nailed  up  his  ninety-five  Theses  and  again  and  again  publicly 
condemned  the  organized  corrupt  Roman  Church  and  pro- 
claimed the  truth  as  he  saw  it  in  the  ears  of  all  the  world. 

John  Wesley  was  a  superb  publicist.  He  preached  on  his 
father's  tombstone,  went  into  the  midst  of  howling  mobs,  where 
thousands  were  gathered,  and  proclaimed  the  truth,  hired  an  old 
foundry  and  turned  it  into  a  church,  peddled  books  on  medicine, 
and  published  his  sermons  to  be  scattered  broadcast  at  cost. 

General  Booth  was  driven  out  of  three  Methodist  denom- 
inations because  he  was  determined  to  have  people  know  that 
g  he  had  a  saving  gospel.     He  spoke  to  a  mere  hand- 

Modern  ^^  until  he  went  through  the  streets  carrying  a 
Publicists  placard  declaring  that  a  converted  drunkard,  a 
reclaimed  gambler,  and  a  saved  outcast  woman 
would  tell  how  the  Lord's  power  cleansed  and  made  new  people 
of  them.     That  drew  the  crowd. 


WHY  SHOULD  CHURCHES  ADVERTISE?       19 

Gipsy  Smith  tells  in  his  Life  how  that  he  held  meetings  in 
a  large  Salvation  Army  building  with  forty  or  fifty  present, 
until  he  hired  a  band,  employed  signs,  and  gathered  the  crowd, 
and  then  he  had  scores  of  conversions. 

Henry  Ward  Beecher  was  one  of  the  best  publicists  of  his 
day.  He  made  himself  felt  and  heard  everywhere  by  one 
method  or  another. 

D.  L.  Moody  coveted  the  cooperation  of  the  newspapers 
and  sent  them  "copy"  gladly. 

"Billy"  Sunday  would  have  cut  off  nine  tenths  of  his  use- 
fulness if  he  did  not  know  how  to  secure  wide  publicity  for 
his  work. 

J.  Wilbur  Chapman,  in  his  great  Boston  campaign,  the 
most  remarkable  evangelistic  revival  in  ten  years  in  its  results, 
had  his  brother  with  him,  who  had  been  trained  as  an  expert 
advertising  man,  to  handle  every  bit  of  the  publicity  work. 
Thousands  of  dollars  were  spent  in  keeping  people  informed 
concerning  the  meetings  and  endeavoring  to  draw  them  in. 

Rev.  John  F.  Carson,  D.D.,  the  ex-moderator  of  the  General 
Assembly  of  the  Presbyterian  Church,  recently  said  in  an  inter- 
view: 

There  are  legitimate  methods  of  publicity  which  the  church  may  em- 
ploy. The  church  that  would  adapt  its  ministry  to  the  conditions  of  the 
age  must  avail  itself  of  the  services  of  the  daily  press.  In  urging  this 
I  am  thoroughly  loyal  to  the  general  method  of  Christ  and  his  disciples. 
This  was  their  method:  They  always  employed  the  best  ways  known  to 
their  age  for  gaining  publicity  for  their  message.  Had  the  newspaper 
been  in  existence,  they  would  have  used  it. 

Charles  Stelzle,  widely  known,  said  in  a  newspaper  inter- 
view in  New  York,  some  months  ago: 

The  supreme  duty  of  the  modern  church  is  to  get  new  business.  The 
church  must  realize  that  it  is  in  exactly  the  same  position  as  any  other 
solicitor  of  custom,  and  it  must  advertise  its  goods. 

On  a  recent  Sunday  evening,  close  together,  spoke  two  men. 
The  one  had  a  little  handful  and  the   other  had   a  packed 

house.  Strange  to  say,  it  was  the  inferior  man  who 
Mod^^t^      spoke   to  the   crowd.     He  had  advertised   widely. 

There  is  no  manner  of  question  but  that  the  min- 
ister who  advertises  will  get  an  unenviable  notoriety.  That 
is  the  price  he  pays  for  leadership  in  the  Christian  world. 
Jesus  could  no  longer  get  privacy  after  he  had  declared  the 
whole  counsel  of   God.     His   plans   were   spoiled  four   times 


20  CHURCH  PUBLICITY 

when  he  endeavored  to  get  his  disciples  apart  for  the  com- 
munion hour  when  the  transfiguration  occurred.  Wherever 
he  went  people  broke  through  to  hear  and  to  touch  him.  No 
one  is  under  sharper  scrutiny  than  the  minister  of  the  gospel, 
but  because  of  that  fact  he  is  able  to  make  his  light  shine. 
He  shows  his  own  strength  and  the  power  of  the  gospel  that 
he  preaches  by  always  patiently  and  gladly  putting  himself 
into  the  forefront,  not  for  his  own  sake,  but  for  the  sake  of 
his  Lord. 

As  the  Rev.  D.  E.  Weigle  aptly  and  strongly  puts  it,  *'The 
minister  sacrifices  everything  else.     Why  not  his  modesty .f^'* 

The  whole  question  of  when  a  minister  is  a  sensationalist 
in  a  right  sense  and  when  in  a  wrong  sense  is  discussed  under 
the  chapter  "The  Minister  Who  Advertises." 

An  editorial  in  an  influential  daily  well  said  recently,  "The 
advertising  man  is  the  clerk  that  speaks  to  the  hundreds  and 
thousands  of  your  customers  who  read  his  words." 
Newspaper  \Yi^at  a  power,  then,  the  newspaper  man  holds! 
For  example,  who  can  estimate  the  influence  of  the 
Hearst  papers  and  magazines?  Shall  we  not  as  ministers 
covet  the  privilege  of  knowing  the  newspaper  man  and  secur- 
ing, as  far  as  possible,  his  cooperation.  In  so  doing  we  may 
help  some  who  need  us  most. 

The  Paulist  Fathers,  as  is  well  known,  undertake  to  secure 
converts  from  Protestantism.  Roman  Catholics  have  many 
times  told  the  writer  that  it  was  absolutely  unnec- 
r^th^r  essary  for  them  to  advertise,  since  their  churches 
Advertise  were  always  packed  full.  The  Paulist  Fathers, 
however,  recently  put  out  thousands  of  cards  for 
their  "revival"  meetings  in  New  York  city.  These  cards 
were  striking  and  bound  to  draw  people  in.  Here  are  some 
of  the  subjects  named:  "The  Attitude  of  the  Catholic  Church 
toward  the  Bible,"  "The  Pope,  His  Authority  and  Infalli- 
bility," "A  Merciful  God  and  an  Eternal  Hell,"  "Marriage 
and  Divorce,"  "Why  I  am  a  Catholic."  It  will  be  seen  that 
these  subjects  appeal  strongly  to  human  interest  and  will  pull 
in  the  curious. 

Cardinal  Prince  Hohenlohe  told  James  Creelman  after  his 
interview  with  Leo  XIII  some  years  ago  that  the  only  danger 
in  the  Pope  remaining  closed  in  the  Vatican  was  that  the 
people  would  forget  him.  "Methods  must  be  employed,"  he 
said,  "to  have  him  discussed," 


WHY  SHOULD  CHURCHES  ADVERTISE?       21 

Our  Christian  Science  friends  also  insist  that  they  do  not 
advertise.     Is  there  any  organization  that  gets  into  the  daily 

papers  as  much  as  they  do?  No  one  can  quite 
Christian  understand  how  they  secure  nearly  half  pages  for 
Methods      complete    publication    of    sermons.     They    own    a 

daily  paper  and  see  to  it  that  it  wears  the  name 
"Christian  Science  Monitor."  They  issue  countless  pamphlets 
and  have  a  monopoly  on  the  copyright.  They  send  lecturers 
all  over  the  country  and  do  not  hide  the  fact  when  they  arrive. 
They  issue  exclusive  invitations,  thus  making  one  believe  that 
he  is  a  privileged  person. 

Even  China  has  caught  the  knack  of  advertising. 
Even  in  Here  is  the  copy  from  an  interesting  card  circulated 
China  widely  in  Canton,  when  Dr.  John  R.  Mott  spoke 

there : 

Greatest  speaker  modern  times;  President  World  Student  Federation; 
General  Secretary  International  Y.  M.  C.  A.;  Master  of  Arts,  America; 
Doctor  of  Laws,  England;  F.  R.  G.  S.,  (character  used  very  choice,  sig- 
nifying virtue  and  greatness.)  Second  day,  second  month,  second  year 
of  the  republic.  Seven-thirty  P.  M.  at  theater  on  the  eastern  Bund. 
Dr.  Mott  has  condescended  to  make  an  address  at  our  request.  We 
shall  give  him  a  hearty  welcome.  "He  will  come  in  state."  Please 
show  your  tickets  when  you  come.  Disperse  after  the  meeting.  Women 
and  children  excluded.     Under  the  auspices  of  the  Canton  Y.  M.  C.  A. 

It  Brings         The  Rev.  H.  E.  Rompel,  D.D.,  writes  of  a  re- 
Success        vival  campaign  in  a  small  town : 

I  put  signs  on  the  sides  of  delivery  wagons.  I  had  a  big  sign  for  the 
church.  In  the  newspaper,  I  had  the  top  strip  above  the  name  of  the 
paper  and  then  some  locals  each  week.  I  got  out  a  few  dodgers  about 
6x9  to  announce  specials  and  I  had  a  postal  card  throughout  the  thirty- 
day  campaign.  This  meeting  got  away  from  me  and  ran  for  ten  weeks 
instead  of  for  thirty  days.  We  turned  away  people  every  night  for  lack 
of  room. 

The  Rev.  D.  E.  Weigle,  D.D.,  pastor  of  a  Lutheran  church  in 
Philadelphia,  writes  me: 

We  inaugurated  a  vigorous  publicity  campaign  a  few  months  ago. 
Every  possible  method  we  could  secure  was  employed.  As  a  result  the 
Sunday  night  service  was  increased  from  seventy  to  an  average  of  five 
hundred.  We  have  drawn  in  the  unchurched  and  at  Easter  took  in 
sixty  new  members.  The  Sunday  school  doubled  in  one  year.  But 
this  is  just  the  beginning.  We  are  going  to  advertise  more  vigorously 
than  ever. 

A  group  of  laymen  in  the  First  Baptist  Church  of  Hartford 
found  their  pastor  preaching  to  eighty  people.     His  sermons 


22  CHURCH  PUBLICITY 

were  strong,  human,  attractive,  and  forceful.  A  little 
group  concluded  that  if  the  people  could  once  hear  him 
they  would  come  again.  An  Evening  Service  Committee  was 
born  to  advertise  and  boost  these  services.  The  chairman 
of  that  committee  writes  as  follows:  "To-day  our  evening 
service  is  the  biggest  thing  of  its  kind  in  Hartford."  And 
this  in  spite  of  the  fact  that  they  have  the  same  preacher 
who  before  publicity  work  was  done  spoke  to  eighty  people. 

After  a  ten-months  publicity  campaign  the  Calvary  Presby- 
terian Church  in  Buffalo,  located  in  a  downtown  neighbor- 
hood, added  eighty-two  members  and  multiplied  the  audience 
five  times.  The  last  is  the  most  significant  thing,  because 
if  people  continue  to  come  long  enough  to  a  really  vital 
church  they  will  later  become  members. 

The  merchants  of  Bingham  ton,  N.  Y.,  decided  unanimously 
to  buy  the  usual  space  in  the  daily  papers  on  a  certain  Satur- 
day. They  then  proposed  to  turn  this  space  over  to  the 
ministerial  association  for  church  advertising.  This  alert  or- 
ganization promptly  accepted.  On  a  specified  Saturday  all 
the  advertising  space  in  the  daily  papers  was  filled  up  with 
church  advertising.  The  following  Sunday  showed  a  thirty 
per  cent  increase  in  attendance. 

While  the  writer  was  a  pastor  in  Denver  the  secretary  of 
the  Y.  M.  C.  A.  assigned  him  the  task  of  securing  a  men's 
audience  for  an  evangelistic  speaker.  A  series  of  six  meet- 
ings was  planned  for  Sunday  afternoons.  The  old  Coliseum, 
which  seated  about  five  thousand,  and  where  the  prize  fights 
were  usually  held,  was  selected.  A  campaign  for  "The  Man 
on  the  Street"  was  inaugurated.  Street-car  banners,  window 
cards,  newspaper  advertising,  and  similar  things  were  em- 
ployed. Not  a  single  announcement  was  sent  to  a  pastor  of 
a  church.  This  would  have  filled  up  the  auditorium  with 
church  people.  "Secular"  advertising  was  alone  employed.  On 
the  first  Sunday  the  building  was  packed,  and  one  half  of 
the  men  owned  up  that  they  had  not  been  inside  a  church 
for  years. 

Probably  the  first  men's  parade  in  the  United  States  was 
inaugurated  in  Denver,  when  Gipsy  Smith  was  there.  The 
writer  was  the  chairman  of  the  Publicity  Committee 
1°"^®  -  ,  in  charge  of  the  campaign.  The  auditorium,  seat- 
Methods  ^^S  twelve  thousand  people,  was  engaged.  People 
in  Denver  do  not  go  to  church  very  largely.     They 


WHY  SHOULD  CHURCHES  ADVERTISE?       23 

like  the  out  of  doors,  and  it  is  immensely  attractive.  A  brisk, 
determined,  and  persistent  campaign  of  publicity  was  carried 
on  for  two  months  before  Gipsy  Smith  arrived  in  Denver. 
A  picture  post  card  uniquely  designed  and  worded,  was  put 
into  every  house  in  the  city.  A  painted  placard  showed  his 
unusual  face  and  stated  crisp  facts.  Every  known  method 
was  employed. 

The  Sunday  parade  of  men  was  a  climax  to  secure  the  attend- 
ance of  men.  The  leading  pastors,  one  of  them  an  ex-national 
officer  in  his  denomination,  refused  to  march  in  the  parade. 
When  the  "Gipsy"  arrived,  he  said  to  them,  'T  will  lead  it,  and 
expect  you  to  stand  by  me.'*  They  did  it  promptly,  and  were 
delighted  to  find  that  there  was  no  sensationalism  about  it. 
People  stood  quietly  on  the  sides  of  the  streets.  Thousands 
saw  the  two  thousand  pass  along  the  streets,  going  toward  the 
religious  meeting.  It  demonstrated  how  easily  it  could  be 
done  and  how  impressive  the  result.  The  effect  was  that 
immediately  the  idea  was  taken  up  in  all  sections  of  the 
country. 

Four  downtown  pastors  in  Seattle  planned  an  evangelistic 
campaign  without  the  aid  of  an  evangelist.  The  ministers 
preached  on  successive  nights.  A  company  of  laymen  organ- 
ized to  do  publicity  work.  A  daily  paper  agreed  to  cooperate 
and  fill  columns  with  news  and  pictures.  A  number  of  big 
banners  were  strung  across  the  streets.  The  church  members 
were  solicited  for  the  names  of  people  in  the  city  who  were 
lukewarm  spiritually  or  who  had  no  religious  life.  Pertinent 
and  personal  invitations  were  continuously  sent  to  this  large 
list.  Street  meetings  were  held  in  automobiles  in  various  sec- 
tions of  the  city.  Fifteen  minutes  before  the  services  bombs 
were  fired  to  remind  people  of  the  meetings.  Skyrockets  were 
shot  off  soon  after  that.  Red  lights  were  burned  on  prominent 
corners.  A  brass  band  was  hired  to  march  through  the  streets. 
Three  hundred  men,  each  carrying  a  red  light,  followed  the 
band.  The  procession  stopped  on  different  corners  while  the 
band  played  and  the  men  solicited  bystanders  to  attend  the 
meetings.  This  tremendous  publicity  campaign  was  bound  to 
awaken  the  community.  The  churches  were  packed  until  peo- 
ple were  turned  away  every  night.  Three  thousand  cards 
were  signed  exhibiting  reconsecration  or  conversion  and  the 
churches  received  over  five  hundred  members  as  a  result  of 
four- weeks  meetings. 


24  CHURCH  PUBLICITY 

Benjamin  Mickle  Brown,  of  Chicago,  makes  a  living  as  a  life 
insurance  broker,  and  spends  much  of  his  time  and  a  large 
share  of  his  income  as  the  pastor  of  a  church  where 
Facts  and  j^^  pushes  unusual  publicity  methods.  He  made  a 
tions^^'  striking  experiment.  He  paid  $100  for  a  display- 
space  in  the  Chicago  Tribune  and  printed  in  large 
headings  the  words  "God's  Word,"  "Jesus  is  coming."  And 
then  came  the  words  of  the  Scripture  found  in  First  Thessa- 
lonians,  chapter  4,  verse  13,  to  chapter  5,  verse  11.  At  the 
bottom  he  announced  that  there  were  meetings  every  night 
at  seven  o'clock  in  the  big  tent.  Afterward  Mr.  Brown  said 
that  two  of  his  personal  friends  met  him  on  the  street  and 
admitted  that  they  were  converted  from  reading  that  pas- 
sage of  Scripture  on  the  advertising  page. 

Mr.  Brown  then  made  a  strong  appeal,  through  influential 
letters  of  introduction,  to  both  Mr.  Wanamaker  and  Mr. 
Rockefeller,  Jr.,  urging  them  to  start  a  publicity  campaign 
for  the  advancement  of  the  kingdom  of  God  on  earth.  In 
his  letter  to  Mr.  Wanamaker  Mr.  Brown  said: 

I  believe  there  is  no  man  in  America  who  would  more  readily  grasp 
the  idea  or  who  could  more  effectively  lead  the  church  in  the  adoption 
of  publicity  plans  for  advancing  the  interest  of  the  kingdom. 

He  suggests  to  Mr.  Rockefeller: 

At  $500  a  page  a  fifty-two  weeks'  campaign  in  a  great  New  York  daily 
would  cost  $25,000.  But  you  would  have  vitally  reenforced  every  agency 
for  good  in  New  York  city  and  the  idea  would  be  copied,  I  firmly  believe, 
throughout  the  world. 

Mr.  W.  C.  Freeman,  known  everywhere  for  his  work  in 
purifying  advertising  methods  and  in  standing  for  righteous- 
ness as  a  basis  for  all  promises  made  in  "copy,"  proposed 
to  the  writer  that  an  appeal  be  made  to  Mr.  Carnegie  and 
some  other  millionaires  to  found  such  a  fund  with  a  good 
publicity  man  as  agent.  There  is  no  manner  of  question  but 
that  the  greatest  open  door  for  usefulness  to-day  is  along  the 
line  of  religious  publicity.  With  even  $50,000  a  year,  and 
a  good  manager,  every  denomination  in  the  country  could  be 
strengthened  and  men  could  be  driven  to  thought  about 
religion.  There  is  absolutely  no  alert  and  strong  news  agency 
for  the  gathering  of  material  which  daily  papers  could 
use. 

The  general  manager  of  the  New  York  Times  said  to  the 


WHY  SHOULD  CHURCHES  ADVERTISE?      25 

writer  at  a  banquet  in  New  York,  "The  churches  have  the  best 
kind  of  news  if  we  only  knew  how  to  get  at  it." 

The  writer  knows  of  six  young  men  who  have  been  converted 
as  the  result  of  the  phrase,  *'A  Homelike  Church."  One  was 
walking  along  the  streets  in  Denver  when  a  large 
Converts  painted  board  opposite  the  library  caught  his  eye. 
Adv°er-^  The  phrase,  "A  Homelike  Church,"  stuck  in  his 
tising"  mind.     He  had  grown  wild  and  had  gotten  away 

from  the  training  of  his  home  and  the  religion  of 
his  youth.  He  was  lonely  and  friendless  though  not  penniless. 
"Homelike,"  he  said  to  himself.  *'I  wonder  if  I  would  feel 
like  I  did  in  the  old  church  at  home."  He  came  in.  One  of 
the  young  men  immediately  greeted  him.  It  happened  that 
the  church  service  had  been  dismissed,  but  the  young  man  soon 
opened  the  question  of  personal  religion,  and  finally  brought 
the  stranger  to  the  pastor.  In  a  little  while  he  was  on  his 
knees  and  back  in  fellowship  with  his  Lord,  and  sent  away  to 
be  a  happy  and  successful  business  man. 

While  in  Saint  Augustine,  on  a  little  rest  trip  some  months 
ago,  a  young  man  at  the  dining  table  said  to  the  writer,  "So 
you  are  Christian  F.  Reisner,"  and  told  me  this  story:  "I 
had  been  in  ^New  York  city  many  months.  In  the  South 
I  attended  church.  I  got  out  of  the  habit  in  the  metropolis. 
One  day,  three  miles  away  from  your  church,  I  noticed  a  bill- 
board advertising  your  services.  It  revived  old  memories  and 
set  my  conscience  to  work.  I  looked  up  the  nearest  church  to 
me  and  began  regular  attendance."  This  one  illustration,  met 
accidentally,  leads  one  to  conclude  that  there  were  many  other 
similar  cases. 

Mr.  Hotchkin,  the  advertising  director  of  Gimbel  Brothers, 
answers  the  question,  "Why  has  the  church  neglected  or  re- 
fused to  advertise.^"  as  follows: 

The  fact  that  advertising  has  been  neglected  in  church  work  has  been 
a  tremendous  loss.  Unquestionably,  this  is  because  there  is  a  very  large 
and  influential  class  of  churchmen  and  laymen  who  consider 
Reasons  it  undignified  for  a  church  to  advertise.  There  are  other  true 
for  Neg-  and  faithful  souls  who  believe  that  the  religion  of  Christ  should 
lect  be  a  drawing  power  in  itself.     Unfortunately,  there  is  a  third 

class,  the  greatest  peril,  in  my  mind,  that  exists  to-day  against 
the  growth  of  the  church,  which  does  not  want,  and  would  not  tolerate, 
the  attendance  in  their  various  churches  of  the  people  who  might  be 
attracted  by  advertising. 

A  Saint  Louis  pastor  seems  to  carry  out  the  last  reason 


26 


CHURCH  PUBLICITY 


given  by  Mr.  Hotchkin  when  he  declares  that  "advertising 
will  bring  the  sensation-seekers."  When  they  do  come  we 
ought  to  give  them  the  right  kind  of  a  sensation  and  cure  them 
of  being  tramps,  or  else  give  them  such  strong  meat  that  they 
will  not  come  back  again.  The  first  visit  gives  us  the  chance 
at  them  with  the  gospel. 

The  following  bill,  claimed  by  Mr.  Hubbard,  in 

Objection-  The  Fra,  to  have  been  posted  in  a  Western  city,  is 

able  disgustingly  cheap  and  undignified,  though  it  tried 

"Copy"       to  be  exceedingly  pious.     The  name  of  the  church 

is  omitted,  so  that  it  cannot  be  located. 


ARE  YOU  GOING? 

WHICH  ROUTE  WILL  YOU  GO? 


Great  Salvation  Route 

FROM 

Eartn  to  Heaven 

Scenery  Unsurpassed 

via 

Mt.  Calvary,  The  River  of  Life, 

Paradise     Garden,    Mountains     of 

Hope,   Tablelands    of    Great    Joy, 

Tke  Plains  of  Infinite  Peace, 

Passing  the  Valley  of 

THE  SHADOW  OF  DEATH 
BY  DAYLIGHT 

Reaching  the  Grand  Central  De- 
pot of  the  Universe  of  the  City 
of  God,  AVithout  Change  of   Cars 

DEPOT:  Corner  Repentance 
and  Faith  Avenues. 
All  Cars   First-Class. 

FARE:    THE    BLOOD    OF 
CHRIST 

No   Reduced    Rates. 

"  Believe  on  the  Lord  Jesus  Christ,  and  thou 
shah  be  saved." — Acts  xvi :  31. 


Damnation  Route 

THE 

Quick  Route  to  Hell 

Scenery    Fearful 
through 

Dismal  Swamp,  Murderers'  Gap, 
Hangman's  Gorge,  with  Specials 
from  East  Aurora  and  IngersoU 
Park,  Dime  Novel  Ave.,  Theater 
and  Ballroom  St.,  Rumsellers' 
and  Drunkards'  Hall,  Blasphe- 
mers'   Hall    and   Gamblers'    Cafe. 

Lightning    train    from     Suicide 

Ave.       Extra     train     on     Sunday, 

All     trains     reaching    the    Valley 

of  the  Shadow  of  Death  at 

MIDNIGHT 

DEPOT:  Head  of    Broadway  St. 
of  Unbelief 

FARE:    THY    SOUL 

Trains  itops  at  Worldly  Depot,  where 

Proud,  Formal  Church  Members  Take 

Sleepers  for  Hell 

"  He  that  believelh  not  shall  be  damned." 

—Mark  xvi :  1 6. 


WHY  SHOULD  CHURCHES  ADVERTISE?      Tl 

A  pastor  may  be  so  dignified  as  to  make  himself  ridiculous. 
He  may  walk  so  straight  as  to  be  only  a  stick.  Dignity 
is  valuable  only  when  it  stamps  a  coin  in  circulation.  Real 
character  and  ability  will  usually  safeguard  us  against 
clownishness.  The  man  who  does  things  and  is  Chris tly  at 
the  same  time  is  looked  up  to  more  than  the  man  who  stands 
on  the  stool  of  prerogatives.  Of  course  there  must  be  an 
element  of  sensible  dignity  about  the  advertising.  Here  is 
a  case,  with  names  omitted,  that  actually  occurred  which 
illustrates  the  wrong  kind  of  advertising. 

On  the  score  board  of  a  Sunday  baseball  game  in  the  West 

appeared  the  words:  "If  you're  a  fan,  go  to  Church 

and  hear  the  Rev.  Dr.  line  out  a  few  hot   ones." 

It  ought  not  to  have  been  displayed  at  a  Sunday  baseball 
game,  and  the  reference  is  too  cheap  for  the  purpose  in  hand. 
The  custom  of  pasting  Scripture  texts  around  every  place, 
which  is  more  common  in  England  than  in  this  country,  also 
takes  away  the  power  from  the  Bible's  message. 
Clerical  and  ^^-  ^'  H.  Johns,  of  the  George  Batten  Com- 
Medical  pany,  answers  the  question  as  to  the  church's  neg- 
"Ethics"     lect  of  advertising,  as  follows: 

Probably  for  the  same  ethical  feeling  that  governs  the  medical  pro- 
fession. 

The  day  will  probably  come  when  even  the  doctor  will  have 
a  dignified  and  forceful  way  of  making  it  known  in  scattered 
regions  that  afflicted  people  can  be  cured,  and  that  the 
untrained  man  in  the  small  town  may  be  mistaken  in  his 
diagnosis.  The  writer  has  a  dear  friend  whose  home  has  been 
forever  blasted  because  an  unskilled  physician  in  a  small 
country  town  was  called  in  to  give  treatment  at  a  critical 
time.  If  a  physician  has  a  certain  remedy  for  some  pain- 
giving,  misery-insuring  ailment,  he  ought  to  be  counted 
unethical  if  he  does  not  make  it  known  everywhere.  The 
day  will  come  when  the  quacks  will  be  hounded  out  of  every 
community. 

It  is  certain  that  thousands  of  men  and  women  are  in  misery 
and  are  destroying  themselves  and  the  souls  of  others  because 
they  do  not  know  that  the  brotherly  Christ  came  to  make  joy 
abound  in  their  hearts  and  homes  here  and  now.  The  church 
has  changed  its  emphasis  and  the  world  does  not  know  it.  There 
is  healing  for  every  ill,  and  if  we  are  worthy  successors  to  the 


28  CHURCH  PUBLICITY 

Great  Physician,  we  must  go  into  all  the  world  and  publish 
the  good  news  to  every  creature. 

Mr.  Herbert  L.  Towle,  of  Philadelphia,  strikes  into  a  weak 
point  when  he  says  that  frequently  the  church  is  merely  pushing 
itself  or  its  denomination  rather  than  pushing  forward  what  it 
is  doing.  The  Rev.  L.  M.  Birkhead,  of  Saint  Louis,  some 
weeks  ago  in  a  sermon  declared  that  "in  the  future  we  must 
test  a  man's  orthodoxy,  not  by  what  creed  he  accepts,  but  by 
what  life  he  lives.  There  ought  to  be  heresy  of  living  instead 
of  a  heresy  of  doctrine."  When  the  church  is  really  lifting 
men  and  pushing  the  fact  forward  that  they  can  lift  others, 
then  it  will  be  perfectly  ethical  to  use  every  possible  bit  of  pub- 
licity. 

One  question  sent  to  ministers  was:  What  objection  tO 
church  advertising  do  you  meet  ?  In  the  quotations  here 
given  it  should  be  understood  that  we  are  not  necessarily 
giving  the  personal  judgment  of  those  quoted,  simply  the 
objections  they  have  heard. 

William  A.  Rolle: 
Oh'     t'nnci        ^  have  not  met  with  any  serious  objection  worth  men- 
Off  ^   d  tioning,  as  I  try  to  educate  my  people  in  the  need  and  re- 

Unerea  suits  of  advertising. 

J.  L.  Gardiner: 

None.     My  Official  Board  heartily  indorses  all  legitimate  advertising. 

Others  meet  the  objection  that  it  is  too  expensive,  like  the 
following : 

Charles  A.  Eaton: 

Its  cost,  compared  with  its  results. 

M.  H.  Lichhter: 

Permanent  returns  to  the  church  in  membership  and  income  not  com- 
mensurate with  the  outlay  in  expense. 

H.  A.  Leeson: 

The  expense.     Ordinarily  church  boards  will  not  venture  a  great  deal. 

A.  Hamilton  Nesbitt: 

Some  people  think  money  thus  spent  might  be  put  to  a  better  use. 

Others  have  to  meet  the  objection  that  it  secularizes  religion 
And  the  church: 
Milo  Atkinson: 

It  secularizes  religion. 

B.  A.  Bowers: 

It  makes  the  church  worldly. 


WHY  SHOULD  CHURCHES  ADVERTISE?      29 

M.  P.  Fikes: 

Puts  church  on  a  par  with  commercial  houses,  etc. 

Clarence  O.  Kimball: 

They  rest  mainly  on  the  feeling  that  it  is  a  secularization  of  the  church, 
an  entering  into  competition  which  smacks  of  the  commercial.  And 
this  is  true.  But  what  are  you  going  to  do  about  it?  A  condition,  and 
not  a  theory,  confronts  us.  The  difficulty  is  not  with  the  advertising, 
but  with  the  conditions  which  make  it  necessary. 

John  L.  Cairns: 

Fills  the  church  with  a  nonpaying  congregation.  Crowded  out  of 
one's  own  seat. 

Others  meet  the  charge  that  it  is  undignified: 

J.  Whitcomb  Brougher: 

That  it  is  undignified. 

E.  W.  Hart,  Philadelphia: 

"Live"  advertising  considered  undignified  for  a  church. 

R.  S.  MacArthur: 

Some  say  it  reduces  the  church  to  the  level  of  theaters  and  opera  houses. 
These  objections  are  groundless. 

It  is  unnecessary  since  the  gospel  is  itself  drawing: 
W.  E.  Biederwolf : 

The  biggest  one  is,  "It  is  not  necessary."  The  devil  comes  along 
with  something  the  natural  man  wants,  and  he  paints  the  town  red  to 
let  them  know  he  is  coming.  The  church  comes  along  with  something 
the  natural  man  don't  want,  and  thousands  of  pastors  seem  to  think  a 
mere  announcement  of  the  project  from  the  pulpit  is  quite  enough. 

L.  F.  Bausman: 

It  is  not  relying  on  the  Holy  Spirit  for  success. 

Others  object  that  it  draws  folks  away  from  other  churches 
and  thus  introduces  a  harmful  competition : 

E.  H.  Byington: 

Tends  to  take  people  away  from  other  churches,  which  is  the  fact  to 
a  degree,  and  thus  introduces  what  is  really  unchristlike  competition. 

John  E.  Miles: 

None — except  from  other  ministers  and  other  church  members,  where 
they  see  the  crowds  going  to  the  church  that  advertises. 

Some  folks  consider  that  it  is  rooted  in  the  pastor's  egotism: 

E.  Howard  Brown: 

If  pastor  does  it  himself,  it  is  for  pride  and  personal  glory. 

A.  F.  Ragatz: 
.    That  frequently  the  ad  is  far  better  than  "goods  delivered." 


30  CHURCH  PUBLICITY 

Some  find  it  causes  a  shudder  because  new: 

O.  W.  Fifer: 

People  shrink  from  the  spectacle  of  church  advertising  because  not 
familiar  with  it. 

D.  E.  Weigle: 

We  did  not  have  to  do  this  years  ago.  Our  fathers  would  not  have 
done  this. 

Harold  Spencer  (layman): 

"Let  well  enough  alone"  is  common,  Clyde  Fitch  once  had  one  of  his 
characters  object  to  a  new  interpretation  of  Hades  by  the  stage  parson, 
and  he  closed  his  declamation  by  saying,  "The  hell  that  was  good  enough 
for  our  grandfathers  is  good  enough  for  me." 

Let  us  consider  some  objections:  "It  reduces  religion  to  a 
too  common  level."  It  will  be  a  fine  thing  when  the  gospel 
is  carried  into  every  part  of  life  and  into  all  sec- 
Objections  tions  of  the  towns,  villages,  country,  and  home, 
ered  Another  says  that  "It  takes  away  its  sacredness." 

It  is  sacred  only  when  it  works  on  the  souls  of  people, 
as  yeast  is  good  only  when  it  makes  bread  rise.  It  is  not 
kept  sacred  by  isolation.  Another  says  that  "It  secularizes 
it  when  we  seem  to  put  it  on  the  basis  of  competition  with 
commercial  institutions."  We  ought,  rather,  to  say  that 
when  we  bring  religion  alongside  of  them  it  ought  to  be  power- 
ful enough  to  spiritualize  them.  The  strongest  usually  pre- 
dominates. Men  must  remember  that  they  can  be  pious  in 
church  only  when  they  are  pious  at  their  places  of  business. 

Some  one  suggests  that  the  church  is  the  only  institution 
dealing  in  its  line,  and  that  if  people  want  any  of  its  goods 
they  know  where  to  come.  The  Southern  Pacific  Railroad, 
suggests  Mr.  Stone  in  his  book,  is  the  only  railroad  running 
along  the  coast.  Yet  it  advertises  persistently  to  create  busi- 
ness— to  get  the  people  into  the  desire  for  traveling  so  that  they 
will  use  the  line.  People  will  not  come  to  the  church  unless  we 
show  them  that  they  need  the  things  the  church  has  to  offer. 

R.  H.  Macy  &  Co.,  in  New  York,  illustrated  further  a  point 
by  a  recent  advertisement.  They  sell  the  goods  manufactured 
by  the  blind  and  make  no  profit  on  them.  They  advertise  as 
follows:  "Since  the  burden  of  the  blind  is  not  their  blindness  but 
their  idleness,  will  you  help?"  That  one  sentence  has  given 
the  writer,  for  example,  a  new  attitude  toward  blind  people. 
Near  his  church  is  an  institute  for  them,  and  constantly  they 
are  standing  in  front  of   the   building   in   utter  helplessness. 


WHY  SHOULD  CHURCHES  ADVERTISE?       31 

This  introduced  thoughtfulness  which  will  result  in  sympathy 
and  aid. 

All  ought  to  choose  to  attend  school,  but  we  have  pro- 
bationer officers,  compulsory  educational  laws,  and  increas- 
ingly we  are  trying  to  hold  the  children  by  attractive  methods 
and  the  tying  up  of  their  peculiar  interest  to  subjects  which 
they  will  follow  gladly.  Universities  are  employing  publicity 
agents.  Every  kind  of  a  school  must  advertise  2  it  is  to 
succeed. 

Cereal  firms  at  the  Paris  Exposition  had  colored  "aunties" 
making  pancakes.  It  was  the  first  time  that  the  natives  of 
Europe  had  seen  them.  The  cakes  were  given  away,  and  thus 
an  appetite  was  created  which  helped  sell  the  goods.  Bicycles 
were  sent  into  China  by  American  firms  and  presented  to  the 
people  without  cost  so  that  they  could  learn  how  to  use  them 
and  then  lead  others  to  want  them.  In  the  same  way  Ameri- 
can farm  machinery  was  exhibited  in  the  public  squares  in  all 
European  cities  until  they  were  gradually  introduced.  How 
many  foods  and  patents  have  their  start  in  communities  and 
even  in  the  country  by  the  work  of  "demonstrators"!  As  Mr. 
W.  H.  Johns,  of  the  George  Batten  Company,  says  concerning 
the  church,  "It  must  advertise  in  order  to  widen  its  influence 
for  good.     It  is  its  duty." 

Some  may  complain  of  cost.  There  are  a  few  small  souls 
who  try  to  figure  out  how  much  it  costs  to  save  a  man,  because 
when  the  year  is  done  there  have  been  only  a  certain  net 
number  added  to  the  membership,  and  they  distribute  the 
expenses  to  those  few.  Do  we  forget  that  it  costs  to  keep 
people  saved  and  that  every  church  person  restrains  hundreds 
who  are  outside  of  the  church.^  Advertising  may  not  bring  in 
literal  cash,  but  it  widens  the  church's  influence,  sets  hundreds 
to  thinking  and  restrains  many  who  would  go  deeper  into  sin 
whom  we  never  know  about.  Mr.  Gardiner  puts  the  case 
wisely  and  pertinently  when  he  says : 

I  should  work  upon  the  man  who  needs  spiritual  rest  and  believes 
he  needs  physical  relaxation — who  works  hard  with  his  mind  through 
the  week,  gets  seven  nights'  sleep,  and  devotes  Sunday  to  what  he  con- 
siders bodily  relaxation,  while  his  soul  is  simply  crying  out  for  the  con- 
solation he  can  get  only  in  the  house  of  Christ. 

If  other  commodities  appeal  to  an  innate  need  of  man  with 
confidence,  the  church  may  certainly  do  so.  All  souls  are  hun- 
gry.    As  Mr.  Gardiner  further  says: 


32  CHURCH  PUBLICITY 

Every  church  has  the  passive  friendship  of  the  public  or  its  half-active 
friendship,  which  should  render  an  intelligent  advertising  program  more 
than  ordinarily  productive. 

We  are  as  certain  of  a  response  as  the  mother  is  when  she  gives 
her  hungry  child  tasty  and  strengthening  food.  If  we  fellow- 
ship with  our  Master,  he  will  give  us  the  bread  to  distribute, 
in  order  that  no  one,  even  though  there  be  multitudes,  shall 
go  away  hungry. 

A  publicity  committee  in  a  certain  Western  town  put  out 
the  following  statement  as  display  advertising  in  the  newspaper : 


WHAT    PREACHERS    DO    FOR   US. 


BY  ARTEMUS  WARD  (Charles  F.  Browne)— 1834-1867. 


SHOW  me  a  place  where  there  isn't  any  meetin' -houses 
and  where  preachers  is  never  seen,  and  I'll  show  you  a 
place  where  old  hats  air  stuffed  into  broken  winders, 
where  the  children  air  dirty  and  ragged,  where  gates  have  no 
hinges,  where  the  wimmen  air  slipshod,  and  where  maps  of  the 
devil's  wild  land  air  painted  upon  men's  shirt-bosums  with 
tobacco  jooce !  That's  what  I'll  show  you.  Let  us  consider 
what  the  preachers  do  for  us  before  we  aboose  'em. 


Recently  Mr.  A.  W.  Shaw,  who  founded  System,  celebrated 
the  tenth  anniversary  of  that  magazine.      Twelve  men,  who 

during  seven  previous  years  had  formerly  been  con- 
^^  nected  with  the  magazine,  in  charge  of  different  de- 

tunity"        partments,  are    now   holding   responsible   positions 

with  other  firms.  They  wanted  to  show  their  love 
for  Mr.  Shaw  in  an  unusual  way,  different  from  presenting 
him  with  a  loving  cup,  a  diamond  ring,  or  some  such  material 
gift.  They  purchased  one  whole  page  in  the  Chicago  Daily 
Tribune.  They  wrote  a  glowing  tribute  to  the  life  and  success- 
ful grit  of  Mr.  Shaw  in  founding  the  magazine.  System.  In 
addition  they  secured  the  signatures  of  ten  of  the  most  prom- 
inent business  men  in  Chicago  expressing  high  appreciation 
of  Mr.  Shaw.     They  then  declared  their  own  indebtedness  to 


WHY  SHOULD  CHURCHES  ADVERTISE?      33 

him  for  the  training  and  spirit  he  had  inspired  in  them.  When 
the  whole  page  was  filled  up  with  these  words,  they  had  their 
signatures  reproduced,  together  with  the  notation  of  the  high 
positions  which  they  now  held.  In  other  words,  these  men 
bought  space  to  give  their  testimony  to  a  man  who  had  helped 
them  succeed  in  business. 

What  a  fine  thing  it  would  be  if  a  company  of  Christian 
men  could  buy  a  page  in  a  "daily"  frequently,  and  thus  testify 
to  the  thousands  of  readers  concerning  the  friendship  of  Jesus, 
and  the  happy  results  of  companionship  with  him  and  obedi- 
ence to  his  directions  which  are  always  flavored  with  love. 
Such  a  testimony  would  do  more  good  than  sermons  by  a  score 
of  preachers  in  pulpits  that  run  along  normally  as  they  have 
been  doing  for  the  past  centuries. 


CHAPTER  II 

Does  Publicity  Pay? 

It  is  sadly  true  that  every  church  must  hesitate  over  this 
question.  The  ordinary  church  officials  will  risk  little  until 
they  can  foresee  the  "way  out."  That  is  usually  wise.  Un- 
wisely made  church  debts  hamper  advancement.  Sometimes, 
however,  they  are  a  blessing:  they  whip  up  to  the  highest 
activity.  But  when  both  ends  are  meeting  by  steering  close 
to  the  wind  few  new  things  will  be  undertaken.  Especially 
is  that  true  if  all  the  other  churches  around  are  having  no  bet- 
ter success  in  getting  an  audience.  One  of  the  great  blessings 
of  a  progressive  church  lies  in  the  "pace"  it  sets.  Other  churches 
can  no  longer  excuse  poor  audiences  when  one  in  the  neighbor- 
hood is  commanding  a  hearing. 

It  is  often  hard  for  the  business  man  to  decide  what  exact 
form  of  advertising  brings  him  the  largest  and  most  permanent 
returns.  It  is  more  difficult  for  the  church  to  know  definitely 
what  results  come  from  publicity  work.  The  following  ques- 
tion was  sent  out  to  ministers:     Can  you  expect 

Sicrease       ^^   increase   the    actual    collections    by    as 

Collections?  much    as  you    expend    for    advertising,    or 

"  are  some  of  the  results  beyond  computation? 

Many  frankly  admitted  that  it  was  impossible  to  tell. 

Milo  Atkinson: 

Most  instances  are  beyond  computation.     We  cannot  tell. 

F.  H.  Brunstetter: 

Can't  say.     Have  never  given  it  a  suflScient  test. 

G.  H.  Combs: 

No  reckoning. 

O.  W.  Fifer: 

I  personally  believe  it  would  pay.  Conservative  men  doubt  it.  I  am 
confident  that  the  money  would  be  well  invested.  The  returns  are  more 
than  immediate. 

34 


DOES  PUBLICITY  PAY?  35 

Some  are  equally  insistent  that  it  brings  in  an  actual  increase. 

J.  Whitcomb  Brougher: 

We  spend  $1,200  a  year  for  advertising,  keep  our  church  jammed  with 
3,000  people,  get  an  average  of  $200  a  Sunday  in  loose  collections  over 
and  above  all  regular  contributions.  The  $25  a  week  spent  for  advertis- 
ing brings  in  $100  at  least,  so  we  make  $75  on  the  proposition  and  have 
the  people  to  preach  to  besides. 

W.  E.  Biederwolf: 

Pueblo,  Colo.,  ministers  opposed  hiring  the  opera  house  and  orches- 
tra for  one  meeting  on  the  ground  of  expense;  this  expense  was  assumed, 
and  it  was  rather  heavy,  and  special  advertising  used,  and  the  place  was 
packed,  much  to  their  astonishment,  and  the  collection  paid  the  rent, 
orchestra,  advertising,  and  left  them  something  besides. 

C.  S.  Long: 

Spent  $60  on  publicity  in  October,  1912,  and  received  $400  in  con- 
tributions and  pledges  in  special  offerings  outside  the  regular  weekly 
contribution. 

A.  W.  Leonard: 

Some  of  the  results  I  believe  to  be  beyond  computation,  although  I 
am  convinced  that  the  loose  change  collections  are  very  much  larger 
when  the  church  spends  some  money  on  advertising. 

D.  E.  Weigle: 

Yes,  I  have  done  it.     Our  loose  change  increased  from  $3  to  $25. 

Charles  L.  E.  Cartwright: 

Yes,  every  time. 

George  A.  Duvall: 

My  increase  has  been  tenfold  or  more  of  expense,  and  then  the  results 
are  incomputable. 

M.  H.  Lichliter: 

Many  of  the  results  are  beyond  computation,  but  every  special  effort 
to  advertise  the  church  has  had  an  appreciable  effect  on  the  collections. 
"It  pays  to  advertise." 

N.  W.  Stroup: 

Would  say  experience  would  demonstrate  the  fact  that  when  adver- 
tising is  wisely  done,  it  more  than  pays  in  extra  collections,  aside  from 
the  influence  of  reaching  more  people. 

J.  L.  Gardiner: 

The  consequent  increased  collections  pay  for  the  advertising.  Then 
you  have  the  advantage  of  having  more  people  to  preach  to  without 
any  extra  expense. 

L.  F.  Bausman: 

My  official  men  believe  it  actually  helps  in  actual  collections  because 
of  increased  interest. 


36  CHURCH  PUBLICITY 

Others  think  that  the  financial  consideration  is  unimportant. 
H.  L.  Towle  (layman) : 

This  is  putting  the  cart  before  the  horse.  It  is  useless  to  advertise  for 
the  mere  purpose  of  increasing  attendance.  Most  churches  are  attended 
as  much  as  they  deserve  to  be,  some  of  them  a  great  deal  more. 

Allen  A.  Stockdale  seems  to  have  the  extreme  in  mind. 
He  says: 

No;  if  you  turn  one  somersault,  you  must  turn  two  the  next  time, 
and  sooner  or  later  you  break  your  neck. 

Harold  Paul  Sloan  seems  to  fear  the  same  thing: 
I  do   not   think  that  expensive  advertising  would  pay   in  a   medium- 
sized  church.     The  people  who  are  attracted  by  such  methods  are  usually 
small  givers. 

A  large  number  of  whom  the  following  are  representatives, 
insist  wisely  that  the  financial  returns  can  neither  be  computed 
nor  are  they  of  prime  consideration. 

George  R.  Dodson: 

The  collections  and  attendance  are  somewhat  increased,  but  we  do  not 
think  about  that.  We  want  the  public  to  know  the  kind  of  work  we 
are  doing  and  the  questions  we  discuss  and  not  suppose  we  are  interested 
in  old  theological  controversies  as  much  forgotten  by  us  as  witches  or 
bows  and  arrows. 

Edward  Crusselle  (layman) : 

I  have  never  figured  on  returns  in  cash.  If  I  got  a  new  member  or 
a  convert,  just  one,  I  would  consider  a  month's  continuous  advertising 
fruitful. 

Horace  L.  Jacobs: 

On  this  I  cannot  speak — crowds  and  character  are  outside  monetary 
estimate. 

Clarence  O.  Kimball: 

They  say  in  Holland  that  "Paint  costs  nothing."  Of  course  they 
mean  the  right  amount  of  paint.  Under  the  same  limitation  it  might 
be  said  that  advertising  costs  nothing.  The  law  of  diminishing  returns 
applies.     But  some  results  cannot  be  tabulated. 

A.  B.  Taylor: 

Both  are  true.  Attendance  is  better;  and  we  can  never  know  in  this 
world  the  good  results  of  the  printed  sheet,  many  of  which  do  good 
while  they  do  not  lead  to  church  attendance. 

Thomas  J.  J.  Wright: 

An  advertisement,  like  a  tract,  may  turn  the  course  of  some  person's 
life.  We  make  a  mistake  in  measuring  the  results  by  the  collection  plates. 
They  will  yield  returns  some  day  to  the  kingdom  of  God. 


DOES  PUBLICITY  PAY?  37 

Sydney  Herbert  Cox: 

No,  the  average  increase  of  attendance  is  not  equaled  by  increased 
collections.  But  the  results  are  beyond  tabulation.  Those  who  object 
to  expense  rarely  ever  examine  the  causes  that  brought  a  new  member  in. 

Since  the  profitableness  of  publicity  cannot  be  settled  by 
Does  it        ^^^  collections  alone,  a  related  question  was  asked: 
Increase     ^0®^  successful    church  advertising  secure  an 
Member-    audience  or  add  to  the  church  membership? 
ship  or  A  number  very  promptly  and  forcefully  answered 

Audience,  jj^  ^j^^  affirmative  for  both,  insisting  that  otherwise 
it  could  not  be  given  the  title  "successful." 

J.  Whitcomb  Brougher: 

It  certainly  does.  We  claim  the  largest  regular  congregation  in  the 
world.     Had  nearly  500  additions  to  the  church  this  last  year. 

W.  E.  Biederwolf: 

If  it  did  the  first  without  the  second,  the  preacher  would  only  be  half 
on  to  his  job. 

Allen  A.  Stockdale: 

Successful  advertising  does — that's  why  it  is  successful. 

Sydney  Herbert  Cox: 

If  it  doesn't,  it  isn't  successful  advertising. 

George  W.  C.  Hill: 

Probably;  else  how  can  it  be  called  "successful"  in  any  proper  degree.'' 

Fred  K.  Gamble: 

Keeping  the  church  in  people's  minds  keeps  them  thinking  about 
religion. 

George  A.  Duvall,  from  his  temperament,  would  get  the 
members,  but  he  only  mentions  the  audience.     He  says: 

It  has  in  my  work,  even  increasing  attendance  forty  per  cent. 

A  few  insist  that  getting  members  does  not  necessarily  fol- 
low from  getting  an  audience : 

Charles  A.  Eaton: 

The  former,  but  not  necessarily  the  latter. 

A.  F.  Ragatz: 

It  secures  the  audience.     In  a  few  cases  it  has  added  members. 

J.  F.  Shaw: 

It  secures  an  audience,  but  in  my  experience  adds  little  to  the  per- 
manence of  church  membership. 

Another  small  group  say  that  membership  increase  is  an  in- 
direct result. 


38  CHURCH  PUBLICITY 

Milo  Atkinson: 

Increases  audience  and  doubtless  indirectly  adds  to  membership. 

M.  H.  Lichliter: 

It  secures  an  audience  certainly,  but  only  indirectly  adds  to  the  church 
membership.     That  is  brought  about  by  more  personal  methods. 

H.  A.  Leeson: 

It  will  secure  attendance  and  indirectly  increase  church  membership. 

A  strong  group  emphasize  the  fact  that  a  vital  gospel  must 
be  preached  and  the  individuals  be  followed  up  if  results  are 
to  be  secured. 

Thomas  S.  Brock: 

The  people  who  go  to  church  want  "Good  News."  They  get  the  bad 
news  six  days  a  week,  and  most  people  are  hungry  for  the  gospel.  That 
never  fails.     Of  course  it  should  be  preached  in  modern  form. 

A.  W.  Leonard: 

It  aids  in  securing  an  audience  and  adds  to  the  membership  in  pro- 
portion to  the  ability  of  the  preacher  to  present  the  gospel  of  Jesus  Christ 
as  the  Divine  Saviour  from  sin. 

Thomas  J.  J.  Wright: 

It  will  do  neither  if  unaccompanied  with  a  gospel  message  and  a  warm 
religious  life  in  the  church. 

E.  H.  Byington: 

It  increases  the  audience.  Whether  it  increases  the  church  member- 
ship depends  on  what  is  given  the  people  when  they  come,  and  the  way 
the  work  is  followed  up. 

John  L.  Cairns: 

My  own  experience  has  proven  that  by  following  the  advertising  with 
personal  work,  the  membership  has  been  increased  one  third  in  less  than 
three  years. 

R.  B.  Guild: 

It  secures,  first,  the  audience.  Then  it  is  up  to  the  preacher  to  get 
them  again  and  again  until  they  are  at  work. 

As  the  result  of  the  backwardness  of  "Boards"  to  invest 
in  publicity  plans  the  pastor  must,  as  a  rule,  devise  some 
special  means  to  secure  funds.  Mr.  Louis  Wiley,  of  the  New 
York  Times,  does  not  think  that  pastors  should  experience 
any  diflficulty  in  securing  money  for  the  trial  effort.     He  writes : 

The  church  can  easily  secure  money  for  the  trial  effort  if  the  matter 
is  presented  properly  to  a  sensible  body  of  business  men — the  success- 
Securins'  ^^^  business  men  who  give  you  their  active  support  in  every 
p       J  movement  which  you  inaugurate  for  the  advancement  of  your 

work.  I  say,  very  easily,  because  successful  business  men 
know  that  the  right  kind  of  advertising  is  not  an  expense,  but  is  an  in- 
vestment which  yields  all  it  costs,  with  a  fair  profit. 


DOES  PUBLICITY  PAY?  39 

To  find  out  the  methods  most  commonly  employed  for 
securing  funds,  the  following  question  was  sent  out  to  minis- 
ters: How  do  you  secure  funds  for  advertising  purposes? 

The  vast  majority  get  it  from  the  regular  budget  by  enforc- 
ing its  legitimacy  and  necessity. 

M.  P.  Fikes: 

A  part  of  our  annual  budget.  It  is  as  legitimately  a  part  of  current 
expenses  as  the  pulpit  or  office  force. 

The  following,  among  others,  agree  with  Mr.  Fikes: 
Charles  A.  Eaton,    J.  Whitcomb  Brougher,  A.  W.  Leonard, 
Andrew  Gillies,  L.  F.  Bausman,  M.  H.  Lichliter,  Worth  M. 
Tippy. 

Another  group  by  one  means  or  another  increase  the  collec- 
tions enough  to  pay  for  the  advertising: 

E.  H.  Byington: 

My  church  officers  have  learned  that  a  wise  advertisement  always 
increases  the  collection  more  than  the  cost  of  the  advertisement,  and  so 
they  do  not  object  to  the  expenditure. 

Thomas  S.  Brock: 

Depend  on  the  increased  collections,  and  when  they  run  short  make 
a  special  plea  to  the  congregation  for  an  additional  offering  with  the 
understanding  that  it  will  be  used  to  advertise.     That  brings  the  money. 

John  L.  Cairns: 

From  loose  collections  given  by  the  very  people  drawn  by  the  advertising. 

The  writer  has  asked  the  official  board  of  the  two  churches 
where  he  has  advertised  for  the  loose  collection  of  the  first  Sun- 
day night  of  the  month.  Dr.  H.  J.  White's  Publicity  Com- 
mittee receives  the  collection  from  every  Sunday  night. 

A  great  many  pay  the  whole  bill  out  of  their  own  pocket, 
some  permanently  or  others  for  teaching  purposes. 

F.  H.  Brunstetter: 
Principally  out  of  my  own  pocket. 

Fred  K.  Gamble: 

If  I  cannot  persuade  the  official  board,  I  pay  bills  myself. 

A.  B.  Taylor: 

I  give  a  tenth  of  my  salary  for  religious  work,  and  pay  the  expenses 
of  my  limited  advertising  from  that  fund. 

George  A.  Duvall: 

I  pay  a  good  bit  of  it  myself. 

W.  H.  Christ: 

From  church  in  part  by  convincing   them  of  its  profitableness.     To  do 


40  CHURCH  PUBLICITY 

this  I  personally  pay  for  some  of  the  advertising   myself  and  let  them 
see  the  good  resulting. 

John  E.  Miles: 

First  year  paid  it  out  of  my  own  pocket.  The  trustees  saw  it  paid 
to  advertise,  and  put  the  item  in  the  budget. 

Others  sohcit  it  personally  or  through  a  committee 
Frank  B.  Lane: 

Personally  solicit. 

M.  L.  Sanders: 

At  first  by  securing  cooperation  of  a  few  privately,  until  need  is  recog- 
nized by  the  masses.  Then  public  collection  for  remainder  of  year.  The 
next  year  a  part  of  the  regular  budget. 

H.  L.  Towle  (layman): 

Prefer  to  get  private  subscriptions,  on  the  ground  that  money  used 
for  such  work  and  money  used  for  advertising  this  work  ought  to  be  kept 
separate.  A  dollar  used  properly  for  advertising  ought  to  produce  as 
much  as  $10  in  contributions  where  these  are  solicited. 

One  has  generous  laymen: 

G.  R.  Dodson: 

It  is  voluntarily  offered  by  generous  laymen. 

Various  organizations  are  called  on  to  help. 

E.  W.  Hart,  Philadelphia: 

Sometimes  different  organizations  in  the  church  will  be  responsible  for 
the  advertising  expenses  of  a  campaign  covering  a  month. 

Mr.  W.  W.  Manning,  the  advertising  director  for  McClure's 
Company,  gives  the  following  advice  as  to  methods  of  secur- 
ing funds: 

I  think  that  the  church  members  should  be  educated  on  some  of  the 
fundamentals  of  publicity,  as  I  think  they  would  like  that  word  better 
Somfi  than  the   word  "advertising";    and  I  believe  that  the  ladies 

«        .   ,  of  your  church  and   men's  club  could  run  some  entertain- 

Methods       nients  for  the  expressed  purpose  of  getting  this  money.    This 
plan,  it  seems  to  me,  is  better  than  trying  to  secure  a  phi- 
lanthropist, because  people  invariably  appreciate  what  they  have  to  work 
for  from  within  or  without. 

The  church  is  not  a  charitable  institution.  It  is  more 
vitally  necessary  than  the  city  or  State  government.  No  pa- 
triot either  neglects  it  or  doles  out  gifts  as  to  a  profitless  insti- 
tution. It  offers  a  chance  to  emphasize  the  love  nature  as  the 
giving  of  tokens  to  dear  ones  at  home  does.  It  puts  unselfish- 
ness on  the  throne  and  so  insures  largest  and  steadiest  happi- 
ness.    It  sets  the  moral  standards  of  the  community.     It  fur- 


DOES  PUBLICITY  PAY?  41 

nishes  comfort  when  sorrow  and  death  comes.     It  flavors  all 
social  life. 

The  Saturday  Evening  Post  had  a  series  of  articles  on  "The 
Business  Methods  of  the  Church,"  by  James  H.  Collins.  An 
advertising  expert,  whose  name  it  w  ould  not  be  fair  to  give  here, 
furnished  the  basis  for  one  of  the  stories.  He  is  connected 
with  a  suburban  church.  He  took  charge  of  the  finances.  He 
made  a  list  of  all  the  families  in  town.  He  then  put  after 
those  that  attended  his  church  a  certain  amount  which  he 
would  ask  them  to  subscribe,  ranging  from  twenty-five  cents 
to  $5  a  month,  according  to  their  means.  He  then  made  a 
list  of  the  heads  of  one  hundred  families  who  did  not  go  to 
any  church  regularly.  This  proportion  he  claimed  for  his 
church.  After  each  name  he  set  a  certain  amount.  He  called 
on  one  who  usually  gave  a  couple  of  dollars  on  the  score  of 
duty  or  charity,  but  this  idea  of  contributing  a  certain  amount 
struck  him  as  odd  and  he  claimed  exemption  because  he  did 
not  go  to  church,  insisting  that  those  who  went  to  church 
ought  to  support  it.  Here  is  the  argument  given  by  the 
business  man: 

"I  never  go  to  church,  you  know,"  he  explained;  "not  that 
I  have  any  prejudice  in  the  matter — far  from  it!  Let  every 
man,  woman,  and  child  do  as  he  or  she  pleases  in  religion,  but 
I  don't  find  a  church  necessary,  and  it  seems  to  me  that  those 
who  do  use  the  church  ought  to  support  it." 

"Now,  see  here,  Mr.  Smith,"  said  the  trustee.  "You  don't 
attend  church  on  Sunday;  but  suppose  your  daughter  were 
going  to  be  married — where  would  you  have  the  ceremony 
performed?  Suppose  there  was  a  death  in  your  family — 
would  the  church  be  necessary  to  you  then?  Your  children 
come  to  our  Sunday  school,  but  you  know  how  far  their  pennies 
and  nickels  go  to  meet  expenses.  It's  just  a  question  of 
whether  the  church  is  necessary  enough  to  you  to  be  con- 
tinued in  the  community  or  whether  you  want  it  to  shut  up 
shop.'; 

Smith  admitted  that  the  matter  had  never  been  put  to  him 
in  that  light  before,  and  willingly  paid  his  assessment,  as  did 
many  others  approached  in  the  same  way. 

A  special  fund  might  well  be  used  to  advance  the  same  kind 
of  argument  in  display  space  and  so  lay  the  basis  for  a  fairer, 
and  steadier,  support. 

Mr.  W.  R.  Hotchkin  implies  that  people  have  not  yet  ex- 


42  CHURCH  PUBLICITY 

hibited  full-hearted  belief  in  the  mission  and  work  of  the 
church.     He  says: 

Money  could  be  secured  for  publicity  purposes  if  the  members  of  your 
congregation  believed  in  the  religion  they  profess.     If  they  will  give  money 
.  for   apparel,    entertainment,    automobiles,    or   other   less   ex- 

J*^^"  pensive  luxuries,  and  will  not  consent  to  be  taxed  for  a  work 

arances  ^^  ^^^^  ^^^^^  ^^^^  ^^^  j^^^.  christians;  they  do  not  believe  in 
in  ^e<5Ur-  a  future  life;  they  do  not  believe  that  their  soul's  salvation 
ingJJUnas  j^p^nds  upon  the  religion  they  profess;  they  do  not  believe 
that  it  is  part  of  their  religious  duty  to  go  out  into  the  world  and  preach 
the  gospel.  If  they  cannot  go  themselves,  and  cannot  neglect  other 
business  to  do  this,  it  would  seem  that  if  they  believed  in  their  religion 
at  all,  they  would  be  glad  to  feel  that  they  were  doing  their  duty  by  con- 
tributing a  little  money  each  week  to  have  the  newspapers  do  this  work 
for  them. 

The  whole  question  of  church  finances  is  a  big  one.  Ad- 
vertising experts  ofttimes  forget  that  there  are  many  heavy  de- 
mands upon  the  church  members,  and  there  are  very  few  who 
feel  the  duty  strongly  enough  to  give  it  regular  support.  They 
slide  off  responsibility  by  dropping  in  a  few  pennies  the  few 
times  they  attend.  Even  many  church  members  refuse  to 
pledge  regular  amounts  for  weekly  payments. 

Publicity  concerning  the  economical  use  of  the  money  con- 
tributed will  do  much  good.  If  a  compact  statement  of  the 
wide  usefulness  insured  by  the  few  dollars  contributed  to  the 
church  could  be  placed  commandingly  before  the  eyes  of  in- 
telligent humanity,  more  money  would  come  into  the  treasury 
of  the  church. 

When  it  is  recalled  that  the  average  salary  paid  the  min- 
isters in  the  United  States  is  under  $700,  while  most  of  them 
are  college  or  university  graduates  who  could  in  other  occupa- 
tions make  three  or  four  times  that  salary,  other  men  begin  to 
see  the  spirit  of  sacrifice  and  become  anxious  to  match  it  as 
far  as  possible.  It  is  no  longer  true  that  God  will  expect  more 
of  the  minister  than  he  will  of  the  professing  Christian,  or  even 
the  one  who  owns  to  being  a  decent  human  being  with  a  be- 
lief in  God  as  his  Father.  What  more  intrinsic  right  has  the 
layman  to  an  automobile  than  his  pastor?  If  both  are  working 
hard  and  for  the  ultimate  purpose  of  uplifting  humanity,  should 
they  not  both  have  aids  to  happiness  and  rest.^  The  whole 
question  of  church  support  hinges  on  an  answer  to  ques- 
tions of  this  kind.  If  the  church  is  a  fifth  wheel  to  a  wagon, 
of  course  the  pastor  is  a  useless  appendage  to  civilization  and 
must  take  merely  what  happens  to  come  in.     We  must,  there- 


DOES  PUBLICITY  PAY?  43 

fore,  convince  the  world  that  the  church  is  actually  creating  a 
tremendous  amount  of  happiness  that  would  otherwise  not  be 
possible. 

Much  of  its  charity  work  must  be  covered  up,  both  for  the 
sake  of  those  who  are  helped  and  to  ward  off  professional 
beggars.  To  break  the  sense  of  self-respect  of 
Th^t^WU  ^^^  aided  by  publishing  the  fact  is  to  help  make 
jjglp  him    a   permanent    pauper.     The    writer   knows    a 

church  that  spends  $1,500  a  year  for  helping  the 
poor  and  sick  and  hungry,  besides  sending  hundreds  of  chil- 
dren away  for  the  summer,  and  dares  not  publish  the  fact 
because  the  church  would  be  thronged  with  those  who  make 
it  their  business  to  "work"  such  institutions. 

Every  church  is  constantly  putting  heart  into  discouraged 
people,  and  thus  saving  them  from  becoming  burdens  on  the 
community  by  arousing  them  to  self-help.  The  church  goes 
into  sorrow-smitten  places  and  turns  the  affliction  into  a  feeder 
of  character  that  builds  instead  of  destroys  citizenship.  The 
minister  is  called  when  homes  are  about  to  be  rent  by  dissen- 
sion. Again  and  again  the  church  cheats  the  divorce  courts  by 
bringing  both  sides  of  the  house  to  compromise  and  to  clean  up 
the  bad  living  that  caused  the  trouble.  Scores  of  homes  would 
be  utterly  wrecked  if  it  were  not  for  the  religion  that  the  church 
brings  in  and  for  the  arbitration  work  of  the  clergymen  or  of 
trusted  Christian  friends.  The  church  teaches  the  children  re- 
ligion, and  so  lays  the  basis  for  character  when  parents  and 
adults  neglect  it.  The  church  stands  for  moral  laws  as  a  solid 
body.  It  has  saved  New  York  State  from  being  afflicted  with 
the  legalized  soul-destroying  disease  of  race-track  gambling  as 
carried  on  in  pool-selling.  It  has  backed  the  Anti-Saloon  League 
until  one  half  of  the  population  of  this  country  are  in  dry  terri- 
tory. It  has  gone  with  the  gospel  of  hope  to  prisons  and 
transformed  lawbreakers  into  nation  helpers.  It  has  cradled, 
taught,  and  built  the  great  leaders  in  the  history  of  modern 
civilization. 

The  church  holds  out  the  goal  of  a  better  day,  never  per- 
mitting men  to  stand  still  in  satisfaction.  It  defends  the  weak 
and  warns  the  strong  concerning  a  judgment  when  use  of  talent 
must  be  accounted  for. 

People  have  forgotten  these  facts,  and  publicity  methods 
should  be  employed  to  remind  them,  so  that  they  will  support 
the  church  gladly  and  certainly.      We   must,   therefore,  cease 


44  CHURCH  PUBLICITY 

using  the  word  "beg"  in  raising  money  for  religious  institu- 
tions. We  ought  to  refuse  many  gifts  that  are  proffered  in  the 
name  of  charity  when  given  to  the  church  in  its  original  or- 
ganization. We  have  a  right  to  lay  on  the  hearts  of  men  who 
do  not  regularly  support  the  institution  that  they  cannot  merit 
the  name  good  citizens  and  refuse  to  do  so. 

These  facts  may  be  pushed  forward  prominently  in  the 
pulpit,  in  the  newspapers,  and  by  other  forms  of  publicity, 
and  thus  money  will  be  secured  more  easily  for  larger  useful- 
ness by  the  church. 

A  good  representative  Finance  Committee,  noted  for  unself- 
ish devotion  to  the  church  and  for  careful  business  methods, 
will  give  strength  to  all  money-getting  campaigns.  The  pledge 
card  employed  is  quite  important.  Here  is  one  which  the 
writer  has  used: 


WEEKLY    OFFERING    PLEDGE 

FOR  THE  SUPPORT  of  CHRIST'S  GOSPEL 

GRACE     METHODIST     EPISCOPAL    CHURCH 

WEST    104TH     STREET  NEW    YORK    CITY 

"Upon  th:  first  day  of  the  week  let  every  one  of  you  lay  by  him  In  store  as  God  has  prospered  him." 

-I  Cor.  16:2 

I  will  pay  $ per  week  toward  the  current  expenses  of 

Grace  Church,  taking  this  opportunity  of  showing  my  gratitude  to 
God  and  of  working  with  Him  for  the  world's  uplift  through  the 
medium  of  His  body,  the  Church 


No. Address- 


This  subscription  is  to  continue  as  long  as  I  am  a  member  of  Grace  Church.  If  the 
Lord  prospers  me,  I  >vill  increase  my  subscription  later.  If  reverses  come  and  I  am 
compelled  to  diminish  it,  I  will  notify  the  Financial  Secretary. 


A  Presbyterian  church  at  Richmond  Hill,  L.  I.,  found  it- 
self facing  a  deficit,  and  purchased  space  in  three  local  papers 
to  declare  its  dilemma.  It  gave  a  detailed  statement  of  income 
and  expenditure  and  urged  the  community  to  come  out  on  the 


DOES  PUBLICITY  PAY?  45 

following  Sunday  morning  prepared  to  contribute  by  cash  or 
pledges.  The  first  Sunday  brought  in  $702.25  of  the  $1,000 
asked,  and  the  remainder  was  soon  received.  This  frank  put- 
ting of  a  situation  is  certain  to  tell. 

No  official  board  should  have  secrets.  No  individual  or  com- 
mittee has  a  right  to  make  contracts  that  cannot  be  openly 
known.  Frequent,  clear-cut  statements  of  income  and  expend- 
iture should  be  made  to  the  whole  congregation.  The  com- 
munity, when  apprised  of  the  money  required  and  the  methods 
used  in  expending  it,  will  be  more  than  glad  to  proffer  help. 

The  Rev.  I.  M.  Schaeffer,  of  Ashland,  Pa.,  suggests  a  table 
that  paves  the  way  for  high-class  giving  and  pledging.   The  plea, 

Successful  ^^  *^^^  .P^^°'  ^^  ^^^  ^^^^  member  to  contribute  so 
Plans  much  time  a  week  for  the  advancement  of  the  king- 

dom. In  Korea  a  plan  like  this  was  worked  for  the 
native  converts,  and  at  a  certain  period,  by  thus  arranging 
things,  they  personally  approached  every  individual  in  the  king- 
dom and  invited  him  to  become  a  Christian.  Mr.  Schaeffer 's 
plan  is  to  have  folks  contribute  the  money  equivalent  of  their 
time  to  the  support  of  the  church.  This  enables  the  minister 
to  represent  them  in  that  "time."  He  has  worked  out  this 
table.  Calculating  labor  at  nine  hours  a  day,  on  a  salary  of 
$3.60  per  day  the  income  would  be  forty  cents  an  hour.  If, 
then,  he  gave  but  one  hour  a  week  for  the  advancement  of  the 
kingdom  of  God,  he  would  contribute  forty  cents.  If  he  earned 
but  twenty  cents  an  hour,  or  $1.80  a  day,  he  would,  if  giving 
one  hour  a  week,  contribute  twenty  cents  a  week.  This  table 
published  helped  people  to  see  that  they  can,  if  really  in  love 
with  their  church,  contribute  one  or  two  hours  a  week  income 
for  the  support  of  the  church.  Here  is  the  table  together  with 
Mr.  Schaeffer's  comment  as  printed  on  his  pledge  card: 


Ihr. 

Khr. 

Hhv. 

J3 .  60  per  day 

$0.40 

$0.20 

$0.10      73^m., 

$0.05 

3.00  per  day 

.33 

.17 

.08       10  m., 

.06 

2 .  70  per  day 

.30 

.15 

.07)^   10  m., 

.05 

1 .  80  per  day 

.20 

.10 

.05 

Compare  your  wages  with  the  above  table,  then  take  a  look  at  your 
weekly  ofiFering  envelope  and  see  how  much  time  each  week  you  |  are 
giving  to  the  cause  of  the  Christian  Church.  Be  honest  with  yourself 
and  with  your  God,  and  if  you  think  then  that  you  are  doing  your  part 
as  a  member  of  the  church,  we  will  have  nothing  further  to  say.  If  you 
feel  after  such  comparison  that  you  are  not  doing  your  share  in  winning 
the  world  for  your  Master,  get  right  with  your  conscience. 


46  '  CHURCH  PUBLICITY 

Rev.  Robert  Knapp  also  prepared  a  plan  which  made  clear 
the  devotion  shown  by  the  gift.     Here  it  is: 


"  We  take  thought  for  things  honorable,  not  only  in  the  sight  of  the 
Lord,  but  also  in  the  sight  of  men."     R.  V.,  2  Cor.  8:2i. 


NO STREET 

I  Hereby  Agree  to  Pay 

A  PENNY  A  DAY,  OR  MORE 

For  one  year,  beginning  April  1st,  for  the  Regular  Expenses 
and  BeneYOlences  of  the  I>lethodist  Episcopal  Church,  Catskill,  N.  Y. 

Cents  Per  Day 

~T0 

Cents  Per  Day 
Cents  Per  Day 
Cents  Per  Day 
Cents  Per  Day 
Cents  Per  Day 

Cent  Per  Day 

Sign  your  Full  Name  on  the  above  lines,  according  as  you  are 
willing  to  pay,  fifteen,  ten,  five,  four,  three,  two  cents  a  day  or  less, 
and  return  at  once  to  any  member  of  the  Official  Board,  or  place  it 
on  the  collection  plate.  GIVE  STREET  AND  NUMBER  (at  the  top 
of  this  card)  WHERE  YOU  WISH  THE  COLLECTOR  TO  CALL. 


Some  people  will  think  $5  large  if  they  give  it  at  one  time, 
but  when  told  that  only  two  cents  a  day  amounts  to  $7.30 
a  year,  they  will  very  promptly  raise  the  promise  to  that 
much. 

The  First  Baptist  Church  of  Vineland,  N.  J.,  makes  it  mean 
something  to  belong  to  that  church ,  and  on  a  card  giving  the 


DOES  PUBLICITY  PAY?  47 

requirements  for  membership,  among  other  things  demanded 
are  the  following: 

The  First  Baptist  Church  expects  each  member  to  contribute  regularly 
and  systematically,  as  the  Lord  prospers  him,  to  the  work  of  the  church. 
Failure  to  thus  contribute  for  a  period  of  six  months  will 
Failure  be  made  a  subject  for  investigation. 

Disci-  Failure  to  contribute  for  a  period  of  one  year  will  be  consid- 

plined  ered  sufficient  ground  for  termination  of  membership.     Ex- 

ceptions to  above  financial  obligation  shall  be  granted  in  cases 
deemed  worthy  by  the  Board  of  Deacons,  either  by  excuse  from  contribu- 
tion or  granting  an  amount  equivalent  to  at  least  3  cents  per  week  per 
member  from  the  Deacons'  Fund  to  meet  said  member's  obligation. 

A  Every  person  admitted  to  the  Methodist  Church 

Metrwdist  m^gt  answer  the  following  question : 

Question :  Will  you  contribute  of  your  earthly  substance, 
according  to  your  ability,  to  the  support   of   the  gospel   and  the  various 
benevolent  enterprises  of  the  church.^ 
Answer:  I  will. 

These  provisions  are  wise;  but,  sad  to  say,  many  churches 
are  afraid  to  give  real  force  to  them.  No  one  gets  good  out 
of  church,  and,  consequently,  does  not  count  much  as  a  mem- 
ber until  he  regularly  contributes. 

It  takes  more  devotion  to  give  two  cents  a  week  gladly 
because  it  is  all  one  can  give  than  it  does  for  many  other  folks 
to  make  larger  sacrifice  and  give  twenty-five  cents  a  week.  It 
was  not  easy  for  the  widow  to  put  in  her  two  mites.  It  cut 
into  her  pride  to  do  so.  She  might  have  done  like  many  others, 
not  give  anything  at  all,  because  she  could  not  give  more, 
but  then  she  would  have  lost  the  commendation  and  failed 
to  have  been  an  example  to  the  world,  and  so  lo^t  the  blessing. 
People  must  be  made  to  see  that  it  is  a  duty  to  take  up  the 
cross  of  giving  a  * 'little"  gladly,  rather  than  refusing  to  give 
anything. 

We  ought  increasingly  to  insist  that  people  give  a  portion 
of  their  income.  Many  spiritually-minded  leaders  are  convinced 
T'th*  ^^^^  everyone  ought  to  tithe  or  give  one  tenth  of  the 

income.  While  that  may  be  impossible  of  universal 
adoption,  we  ought  to  secure  the  pledge  of  the  membership  to 
set  aside  a  certain  proportion,  or  at  least  keep  an  intelligent 
account  of  what  they  do  give  to  religious  and  charitable  causes. 
That  alone  will  sometimes  enforce  the  fact  that  they  do  not 
give  nearly  as  much  as  they  think.     The  writer  after  a  series 


48  CHURCH  PUBLICITY 

of  sermons  on  *  Tithing"  circulated  the  following  pledge  card, 
which  was  signed  by  many : 


1 .  I  believe  that  the  Scripture  teaches  proportionate  giving,  and  that 
one-tenth  of  my  income  is  the  least  that  1  should  pay  to  church  and 
charitable  causes. 

Name 

Address 

2.  As  a  trial  I  will  for  six  months  systematically  pay  one-tenth  of  my 
income  to  church  and  charitable  causes. 

Name 

Address 

3.  I  agree  to  set  aside  a  fixed  proportion  of  my  income  for  charitable 
and  religious  causes,  and  will  keep  an  account  of  my  payments  to  such  causes. 

Name 

Address 

Grace  Methodist  Episcopal  Church,  New  York  City 


Good  financial  publicity  work  had  been  done  by  selling  one 
hundred  and  fifty  copies  of  the  fascinating  story  which  teaches 
tithing,  called  The  Victory  of  Mary  Christopher. 

We  must  help  busy  men  to  see  amounts  clearly.  The 
writer  employed  the  plan  of  showing  what  income  was  neces- 
sary to  pay  a  certain  amount  to  the  church  weekly.  For  ex- 
ample, twenty-five  cents  a  week  means  for  the  year  a  contri- 
bution of  $13  to  the  church,  or  ten  per  cent  on  an  annual  in- 
come of  $130.     (See  table,  page  49.) 

Furnish  an  envelope  for  Self-Denial  Week,  into  which  people 
can  place  money  accumulated  by  denying  them- 
rf ^^"al  selves,  as  did  their  Lord  in  his  earthly  journey.  Pas- 
sion Week  is  an  appropriate  time  for  such  a  plan. 
(See  sample  envelope,  page  50.) 

Many  men  are  beginning  to  feel  the  stewardship  of  wealth. 

One  of  the  greatest  railroad  men  in  the  world  said  to  the  wTiter 

some  months  ago:    "The  change  in  attitude  of  the 

Stew-  jjjgjj  Qf  wealth  is  remarkable.     They  no  longer  talk 

about   what  they  own,  but  increasingly  recognize 

that  they  are  but  stewards  of  property."     That  is  the  Chris- 


DOES  PUBLICITY  PAY? 


49 


NAME. 


NO. 


DIRECTIONS 

Please  draw  a  line  through  the  amount  in  the  left  hand  column  which 
you  are  willing  to  promise  as  a  weekly  offering  to  the  Lord  for  this 
Conference  year.  If  none  of  the  amounts  meet  with  your  approval,  use 
one  of  the  blank  spaces,  and  insert  such  an  amount  as  you  see  fit. 


A  Weekly  Payment 

Means  for  the 

Or  1-lOth  of  a  Yeariy 

of 

Year 

Income  of 

01 

52 

5  20 

02 

1  04 

10  40 

03 

1  56 

15  60 

04 

2  08 

20  80 

05 

2  60 

26  00 

07—1-2 

3  90 

39  00 

10 

5  20 

52  00 

12—1-2 

6  50 

65  00 

15 

7  20 

72  00 

17—1-2 

8  50 

85  00 

20 

10  40 

104  00 

22—1-2 

11  70 

117  00 

25 

13  00 

130  00 

30 

15  60 

156  00 

35 

18  20 

182  00 

40 

20  80 

208  00 

45 

23  40 

234  00 

50 

26  00 

260  00 

55 

28  60 

286  00 

60 

30  20 

312  00 

65 

33  80 

338  00 

70 

36  40 

364  00 

75 

39  00 

390  00 

80 

41  60 

416  00 

85 

44  20 

442  00 

90 

46  80 

468  00 

95 

49  40 

494  00 

1  00 

52  00 

520  00 

1  25 

65  00 

650  00 

1  50 

78  00 

780  00 

1  75 

91  00 

910  00 

2  00 

104  00 

1040  00 

2  25 

117  00 

1170  00 

2  50 

130  00 

1300  00 

This  subscription  to  commence  September  1st,  190. .  Please  return 
this  card  next  Sunday  at  Church,  or  mail  to  J.  B.  Banton,  56  Railroad 
Building. 


Name. 


50  CHURCH  PUBLICITY 


(Hang  in  plain  sight) 


o 

PASSION    WEEK 

SELF  DENIAL 

i ENVELOPE  I 

APRI  L  9   TO   16,   1911 


In  Memory  of  tHe  Supreme  Sacrifice   of  Jes\is. 


Who  loved  me  and  gave  Himself  for  me." — Gal.  2:20. 

For  Christ  also  hath  once  suffered." — i   Pet.  3:18. 

He  that   spared  not  His  own  Son,  but  delivered  Him  up  for  us 

all." — Rom.   8:32. 

For  I  have  given  you  an  example." — John   13:15- 

Could  ye  not  watch  with  me  one  hour?" — Mt.  26:40. 


THE     SUGGESTION: 

Read  "  The  Last  Week  "  daily  so  that  you  may  have  a  clear 
picture  of  the  events.  Let  them  picture  the  face  of  the  Sacri- 
ficing Saviour.  This  will  lead  to  valuable  self  inspection  and 
a  resulting  improvement. 

DENY     SELF: 

Pleasure,  expensive  clothing,  excess  food.  Place  the  money 
thus  saved  in  this  envelope  so  that  it  may  be  used  in  advanc- 
ing the  Kingdom  of  Jesus  who  gave  Himself.  Bring  the  en- 
velope with  you  on  Easter  Sunday  morning.  Unless  otherwise 
specified  it  will  be  used  for  special  work  in  Korea. 


Grace  Methodist  Episcopal  Ciiurch 

W.  104th  St.,  New  York  City 
"A    HOME-LIKE    CHURCH" 


P.  S.  There  is  no  space  for  a  name  on  the  envelope.  Only 
our  all-seeing  Friend  knows  the  measure  of  the  sacrifice  repre- 
sented in  the  offering. 


DOES  PUBLICITY  PA^  ?  51 

tian  attitude.  Publicity  of  the  right  sort  will  enforce  it  increas- 
ingly. A  good  many  men,  catching  that  truth  in  a  practical 
way,  have  concluded  that  they  have  no  right  to  save  any- 
thing from  their  income.  John  S.  Huyler,  the  famous  candy 
man,  was  one  of  the  most  notable  exponents  of  that  policy. 
He  seldom  gave  money  in  his  own  name,  lest  he  get  credit,  and 
he  counted  himself  only  the  channel  through  which  his  heavenly 
Father  poured  out  treasure  into  needed  places.  It  was  re- 
liably reported  at  the  time  he  left  this  earth  that  his  outgiving 
amounted  to  $1,000  a  day,  and  he  was  not  an  abundantly 
rich  man. 

Mr.  Hyde,  the  manufacturer  of  Mentholatum,  some  years 
ago  concluded  that  he  would  save  nothing  outside  of  his  living 
expenses,  but  turn  it  all  into  the  Lord's  treasury.  He  believed 
that  the  recipe  which  made  it  possible  for  him  to  manufacture 
this  highly  useful  and  money-making  commodity  came  as  an 
answer  to  prayer,  and  this  helped  the  decision.  He  has  been 
able  to  do  limitless  good,  supporting  workers  in  foreign  fields 
and  cooperating  widely  in  the  work  of  the  Y.  M.  C.  A.  He 
told  the  writer  recently:  "Frequently  brokers  come  to  me  urg- 
ing that  they  have  a  splendid  opening  for  investment.  I  reply, 
'I  have  one  much  better.'  'O,'  they  say,  'but  this  pays  seven 
per  cent  and  eight  per  cent.'  I  again  assert  that  mine  pays 
much  more  than  that  and  then  explain  that  it  is  all  invested  in 
the  King's  business  and  brings  returns  a  hundredfold  here,  and 
in  the  end  life  everlasting."  He  is  one  of  the  happiest  men 
the  earth  has.  No  money  could  purchase  the  joy  which  flows 
into  his  heart  and  which  radiates  out  to  everyone  else.  He  is 
a  fine  advertisement  of  this  attitude  toward  money.  Other 
men  have  been  influenced  by  him.  In  his  native  town  is  a 
bank  cashier  who  lost  his  only  child.  As  a  result  of  the  affliction 
he  too  turned  to  the  same  policy  and  is  gathering  an  equal 
amount  of  happiness. 

Mr.  T.  D.  Collins,  the  lumber  man  of  Pennsylvania,  long 
ago  adopted  a  similar  policy  and  lives  simply  in  order  that  he 
may  pour  out  everything  he  can  make  for  the  advancement  of 
religion.  He  recently,  for  example,  gave  to  Boston  University 
School  of  Theology  $100,000  to  endow  a  chair  in  Missions.  The 
benefit  of  such  a  policy  is  shown  in  the  fact  that  all  of  these 
men  have  strong  and  spontaneous  influence  wherever  they 
go,  and  have  a  winsome  character  of  rare  beauty  and  fra- 
grance. 


52  CHURCH  PUBLICITY 

It  is  not  sufficient  to  ask  people  to  give  money  to   different 
causes.     Condensed  statements  concerning  the  benefits  to  be 
gathered  call  for  finest  publicity  experts.      Here  is 
Facts  ^^^  reverse  side  of  a  pledge  card  headed,  *'Let  the 

Reverse  Side  of  this  Card  Speak  to  You  Before  You 
Write  Your  Name."  The  pledge  was  for  benevolences.  The 
reverse  side  read : 

Enlarging  Harvests  of  Money  and  Men 

Last  yccOiT  the  native  Christians  in  heathen  lands,  working  for  a  wage 
of  one  twentieth  of  that  of  the  American  laborer,  increased  their  gifts 
for  self-support  from  $1,623,000  to  $2,670,000,  a  gain  in  one  year  of  $1,- 
047,000. 

It  took  one  hundred  years — 1796  to  1896 — to  secure  the  first  million 
converts  in  the  heathen  world. 

It  only  took  twelve  years — 1896  to  1908 — to  secure  the  second  million. 

The  number  of  conversions  during  the  past  year  indicates  that  six 
years  will  be  sufficient  to  win  the  third  million. 

More  money  means  more  missionaries,  and  more  missionaries  means 
more  millions  of  converts. 

The  Anti-Tuberculosis  campaign,  as  before  stated,  raised  in 
1912  $19,000,000  and  spent  $2,200,000  in  publicity  work.    As 

a  result  of  this  publicity  work  their  income  increased 
Human  twenty-nine  per  cent.  In  the  same  way,  the  church 
Stories         should  reproduce  many  of  its  human  interest  stories. 

One  cannot  number  the  hearts  that  are  healed  and  the 
people  saved  even  from  suicide,  as  well  as  the  homes  that  are 
preserved  in  happiness  by  the  work  of  the  church.  It  ought 
to  be  possible  to  put  out  human  interest  stories  with  assumed 
names  or  typical  facts  that  would  command  the  attention  and 
support  of  many  men  who  now  give  nothing  to  the  organized 
church. 

Here  is  one  actually  used  that  relates  the  facts.  Dr.  Durkee 
reproduced  it  with  a  "plate"  as  though  it  were  an  actual  letter. 
People  who  would  take  it  up  would  think  some  one  had  lost 
it.  It  was  written  in  India  ink  and  reproduced.  The  wording 
will  be  repeated  here,  simply  to  show  what  is  possible.  Very 
few  would  lay  down  such  a  piece  of  printing  when  it  was  on  or- 
dinary letter  paper,  such  as  a  young  man  would  use.  Here  is 
the  letter: 

My  Dear  Friend: 

We  had  such  a  delightful  experience  a  few  weeks  since,  one  so  unex- 
pected, that  we  determined  to  tell  our  friends  all  about  it. 

Saturday  night  found  Jack  and  me  held  up  in  one  of  those  shoe  towns 


DOES  PUBLICITY  PAY?  5S 

of  Massachusetts  with  nothing  to  do  but  stay  over  Sunday.  You  know 
how  cordial  folks  are  in  our  Southern  sunny  home  and  you  can  appre- 
ciate how  we  dreaded  a  New  England  Sabbath  greeting. 

When  we  read  the  newspaper  accounts  of  the  various  church  services 
my  friend  reminded  me  of  the  many  window  cards  he  had  noticed  an- 
nouncing special  services  at  the  South  Congregational  Church  and  also 
of  the  electric  sign  in  Cawpello,  which  in  bright,  illumined  letters  bids 
a  cordial  welcome.  We  were  struck  by  the  force  of  this  appeal  and  de- 
cided to  hear  Dr.  Durkee,  of  the  South  Congregational  Church. 

Sunday  morning  at  10:20  found  us  at  the  church.  Two  gentlemen 
met  us  at  the  upper  landing  and  extended  their  hands  with  a  glad  smile, 
chatted  a  moment,  inquired  our  names,  accompanied  us  to  the  auditorium 
and  introduced  us  to  the  chief  usher,  who  chatted  with  us  a  moment, 
then  introduced  us  to  another  usher  and  he  in  a  friendly  way  led  us  to 
one  of  the  finest  sections  of  the  church. 

When  we  sat  down  Jack  whispered  to  me:  "Say,  this  is  great!  Talk 
about  New  England  being  cold!"  I  wish  you  could  have  felt  the  sense 
of  worship  inspired  by  the  service.  Everything  blended.  The  sermon 
drove  straight  to  the  heart.  The  music  intensified  one's  emotions  until 
we  should  not  have  been  surprised  to  see  Christ  of  Nazareth  come  in  to 
speak  with  us.     Indeed,  he  seemed  to  come  in. 

Many  people  greeted  us  after  the  benediction,  urging  us  to  come  to 
the  Sunday  School  Department,  see  the  world  famous  picture  "Christ 
among  the  Children,"  and  stay  to  the  Pastor's  Bible  Class.  From  the 
gallery  we  looked  down  upon  what  seemed  like  a  thousand  children  (the 
school  numbers  over  1,400). 

This  letter  is  already  too  long.  Forgive  me,  but  if  ever  you  are  in 
Brockton,  Mass.,  over  Sunday,  be  sure  to  go  to  the  South  Congregational 
Church,  South  End. 

Sincerely  yours, 

Fred. 

P.  S.  I  inclose  a  picture  of  the  church  and  pastor. 

February  fourteenth.  Nineteen  Twelve. 

Advertisers  count  a  human  interest  story  that  brings  out 
their  "line"  the  best  form  of  publicity. 

We  cannot  begin  too  early  to  get  the   children 

.   .  interested  in  church  support.     The  writer  enforces 

Children     tithing  in  every  children's  training  class  he  teaches. 

Everyone  is  also  urged  to  make  a  pledge,  if  it  is  only 

a  penny  a  week. 

Morris  K.  Jesup,    who    left  millions  to  the  church  at  his 

decease,  attributed  his  liberality  to  the  promise  secured  from 

him  by  a  dying  man  of  wealth  who  urged  him  to  begin  in  early 

life  to  pay  regularly  to  the  church.     Mr.  Colgate,  in  the  midst 

of  a  prayer  for  help  while  walking  to  New  York  with  his  bundle 

over  his  shoulder  to  find  his  first  job,  pledged  to  God  that  one 

tenth  of  his  first  money  should  be  given  to  religious  work.     He 

kept  that  promise  by  laying  aside  ten  cents  of  the  first  dollar 


54  CHURCH  PUBLICITY 

earned,  at  hard  labor.     Eventually,  he  gave  away  half  of  his 
income  and  finally  all  of  it. 

Children  can  create  much  enthusiasm  for  a  cause.  When 
the  campaign  was  on  in  Denver  for  the  Y.  M.  C.  A.  building 
fund,  the  writer  was  asked  to  inaugurate  a  movement  to  secure 
the  cooperation  of  the  boys.  The  following  card  plan  was 
prepared.  It  contained  spaces  for  ten  names.  On  the  back 
of  it  was   the  following: 

"HOLLER  FOR  A  DOLLAR" 

Every  boy  who  brings  in  ten  names  of  boys  or  girls  and  at  least  a  dollar 
from  each  on  this  card  will  be  given  a  "Captain"  button  and  have  his 
name  posted  in  Headquarters  and  published  in  the  papers.  All  boy  or 
girl  givers'  names  will  be  placed  in  the  corner  stone. 

You  must  get  the  money  from  boys  or  girls  under  18  years  of  age  and 
give  to  Headquarters  the  name  and  address  of  each  one  who  gives,  and 
money  must  accompany  the  names.  Get  canvassing  cards  at  Head- 
quarters, 17th  and  Champa  Streets. 


BOY     BOOSTERS 

Y.  M.  C.  A.  BUILDING  FUND 


Coltedor^s 
Name 


Address 

AMOUNT 

CONTRIBUTORS 

Name 

$ 

Address 

na/e:    holleir    for    a    dollar 

(over) 


Various  rewards  were  offered  and  great  enthusiasm  aroused. 
Toward  the  last  a  boys'  band,  with  as  many  boys  following  as 
could  be  secured,  marched  through  the  streets  of  the  city,  giv- 
ing their  yell  and  stopping  before  office  buildings  with  a  great 
wagon  holding  tin  pans,  while  the  boys  and  others  urged  people 
to  throw  dollars  from  the  windows  into  the  tin  pans.  Hun- 
dreds of  dollars  were  gathered  up  in  this  way.  The  boys  also 
brought  in  other  hundreds.  But,  deeper  still,  they  interested 
their  parents  by  their  campaign  and  by  their  yell,     "Holler 


DOES  PtJBLICITY  PAY? 


55 


for  a  Dollar,"  and  by  the  badges  which  they  wore.  The  public- 
ity element  was  better  still  than  the  actual  money  which  they 
brought  in.  They  pleaded  for  the  building  as  a  requisite  of 
their  upbringing,  and  this  struck  into  hearts. 

The  writer  has  found  it  effective  to  employ  the  young  people 
and  children  in  raising  money.  By  their  spirited  manner 
they  overcome  obstacles,  and  before  it  is  known  catch  the 
support  and  backing  of  older  people.  In  Kansas  City,  Kan., 
a  stock-selling  plan  was  inaugurated.  Children  were  given 
shares  of  stock  to  sell  at  ten  cents.  People  who  bought  these 
shares  then  hung  them  up  or  showed  them,  and  thus  had  a 
picture  of  the  church  before  them.  When  the  boy  or  girl  sold 
ten  shares  he  was  given  one  share  of  Preferred  Stock  to  keep 
and  frame  as  a  souvenir.  A  long  list  of  rewards  was  prepared 
to  give  those  who  had  sold  the  most  stock  or  those  who  had 
sold  a  certain  amount. 

Rev.  Frank  H.  Brunstetter  prepared  a  striking 
Pictorial      ^^^  ^^  enforce  the  crippling  power  of  the  debt  for 
which  a  campaign  was  on: 


56  CHURCH  PUBLICITY 

The  First  Christian  Church  at  Atchison,  Kan.,  had  drawings 
made  of  the  exterior  and  interior  of  their  proposed  new  church. 
From  these  stereopticon  views  were  made  and  thrown  on  the 
screen,  so  that  people  might  see  what  was  possible  if  the  con- 
tributions were  sufficient. 

The  writer  reproduced  the  picture  of  a  planned  rebuilding 
and  printed  it  on  a  postal  card  with  the  words:  *T  will  give 
$ toward  making  this  possible." 

The  Rev.  J.  W.  Brougher,  of  the  great  Baptist  Temple,  Los 
Angeles,  Cal.,  reproduces  a  ship  on  the  platform  of  his  great 
auditorium  to  secure  money.  It  is  made  fourteen  feet  high  and 
twenty  feet  long  and  is  a  miniature  reproduction  of  a  like  ship 
in  San  Francisco  harbor,  with  two  mastheads  and  masthead 
lanterns  with  intermittent  flashlights.  In  the  body  of  the  ship 
are  shown  the  cabin,  funnel,  whistle,  steering  wheel,  anchor, 
foghorn,  the  flags  of  all  nations,  including  the  new  flag  of  the 
republic  of  China.  The  Los  Angeles  Tribune  contained  the 
following  in  regard  to  Dr.  Brougher's  plan : 

The  eighth  annual  cruise  of  the  good  ship  Glad  Tidings,  celebrating 
the  1911  Rally  Day  of  the  Temple  Baptist  Bible  School,  occurred  yester- 
day at  the  Temple  auditorium. 

The  exercises  took  the  form  of  the  cruise  of  the  ship  carrying  the 
apostle  Paul  and  his  associates  missionaries  on  their  last  journey  from 
Jerusalem  to  Rome,  through  the  Mediterranean  Sea,  including  the 
wreck  of  the  ship  and  struggles  of  the  men  as  described  in  the  book  of 
the  Acts  of  the  Apostles. 

The  ship  Glad  Tidings  occupied  the  pulpit  of  the  church  and  the  sail- 
ors of  the  craft  were  impersonated  by  members  of  the  "Temple  Men," 
an  organization  of  the  school,    dressed  as  Roman  soldiers  and  sailors. 

The  narrative  of  taking  ship,  Paul's  w^arning,  the  fourteen  days'  storm, 
the  treachery  of  the  sailors,  Paul's  unfaltering  faith,  the  beaching  of  the 
ship,  and  the  rescue  of  all  on  board  was  told  in  song  and  story. 

Lessons  from  the  cruise  were  shown  by  Dr.  Robert  J.  Burdette,  pastor 
emeritus,  who  pointed  to  the  unfaltering  faith  of  the  apostle  Paul  during 
the  hours  of  distress,  and  urged  upon  his  auditors  the  value  of  good  cheer 
as  an  asset  in  their  daily  vocation. 

At  the  close  of  Dr.  Burdette's  remarks,  the  ship's  chest  was  opened 
and  all  were  given  the  privilege  of  contributing  something  to  the  support 
of  the  church  missions  in  foreign  lands,  and  a  large  fund  was  raised. 

While  this  is  a  bit  spectacular,  it  is  very  effective.  Of 
course  the  daily  papers  gave  it  publicity  and  drew  the  crowd, 
and  the  crowd,  when  they  thus  saw  what  the  money  was  to 
be  used  for,  were  moved  by  the  enthusiasm  of  the  occasion 
and  gave  a  large  sum. 

Dr.  Northrup  employs  the  picture  of  a  beautiful  little  girl 


DOES  PUBLICITY  PAY?  57 

that  would  touch  anybody's  heart  and  would  command  at- 
tention, in  his  campaign  for  church  funds.  Worked  into  the 
picture  itself  are  the  words,  "Mother  says,'*  and  underneath  the 
picture  the  words,  "Don't  turn  down  Dr.  Northrup's  appeal, 
and  I  say,  *Please  don't.'  " 

It  might  be  feasible  for  localities  to  expend  a  little  money 
in  the  effort  to  draw  in  more  to  be  used  for  regular  religious 
publicity.     The  experiment  would  not  cost  much. 
General       ^^^^  [^  would  be  almost  certain  to  catch  the  eye  of 
Funds  some  to  whom   it  would  appeal.     A  central  com- 

mittee could  be  formed  by  all  the  churches,  which 
would  announce  that  if  funds  were  sent  in,  a  campaign 
would  be  inaugurated  to  force  home  the  need  and  the  value 
of  the  church  as  a  whole.  When  Mr.  Towle  carried  on  his 
campaign,  money  came  from  every. place  in  sums  from  $1  to 
$500.  A  convict  in  an  Ohio  jail  sent  $1.50.  A  judge  in 
Illinois,  a  cowboy  in  Colorado,  and  a  miner  in  Alaska  were 
among  the  contributors.     The  convict  wrote : 

I  am  thankful  that  I  was  sent  to  jail,  for  in  prison  I  have  learned  to 
read  and  write.  I  used  to  pay  all  the  money  I  had  into  the  treasury 
of  the  devil,  but  now  I  want  to  give  it  to  the  treasury  of  the  Lord. 
Your  work  for  the  young  missionaries  deserves  reward,  and  I  am  send- 
ing you  $1.50,  all  the  money  I  have  in  the  world. 

The  Rev.  Charles  R.  Watson,  the  secretary  of  the  Mission- 
ary Board  in  whose  interest  Mr.  Towle  worked,  writes: 

The  wonderful  response  to  this  advertising  campaign  has  silenced 
those  who  at  first  condemned  it.     Their  eyes  have  been  opened  to  the 

possibilities  of  this  magical  force  which  can  do  in  a  few  short 
Criticism  months  what  pulpit  appeals  try  in  vain  to  accomplish.  It 
Silenced        reaches  men  from  a  new  side  and  awakens  their  attention 

and  interest  in  church  affairs  because  it  puts  the  needs  of 
the  church  in  business  language.  It  is  the  straight  talk  of  one  business 
man  to  another.  It  can  be  regarded  as  an  established  fact  that  church 
advertising  pays. 

He  was  referring  to  the  actual  income  of  money.  In  the 
same  way,  the  local  churches  could  secure  money  for  wider 
publicity  if  they  would  show  the  value  and  necessity  of  it. 
There  is  no  question  that  the  people  will  respond  promptly  and 
generously  to  a  lucid  and  attractive  type  of  publicity.  They 
want  the  facts.  Show  them  the  need.  Outline  clearly  the 
possible  advantageous  results.  Make  the  appeal  concrete  and 
specific,  and  the  necessary  money  will  soon  be  forthcoming. 
The  "cuts"  and  copy  employed  by  Mr.  Towle  are  interesting: 


58 


CHURCH  PUBLICITY 


CHAPTER  III 

The  Minister  Who  Advertises 

A  wise  man  has  said:  *'He  who  is  over  timid  of  criticism  is 
like  a  man  who  fears  to  travel  in  the  summer  because  of  the 
flies.'*  Some  will  immediately  dub  the  minister  who  adver- 
tises a  cheap  sensationalist.  A  few  who  place  his  profession 
with  that  of  the  physician  will  class  him  as  an  "unethical" 
practitioner. 

He  will,  in  this  day  at  least,  be  lifted  to  prominence,  and 
woe  be  unto  him  if  he  does  not  walk  circumspectly.  If  he  is 
to  stand  the  strain  of  eye  scrutiny  and  gossip- 
nized^  and  searching,  together  with  the  extra  work  of  publicity 
Criticized  ^^^  ^^^  wider  opportunity  it  brings,  then  he  must 
be  clean  and  consistent  in  life,  restful  and  confident 
in  faith,  and  sincere  and  noble  in  ideals.  Nothing  will  ex- 
pose a  sham  or  wear  down  a  shoddy  thing  more  quickly  than 
publicity. 

It  is  delightful  to  live  in  the  cloister  of  a  small  and  sheltered 
church  and  ease  the  spur  of  a  vital  religious  ambition  by  ex- 
cuses about  others'  failures,  or  natural  timidity,  or  personal 
convictions — but  it  is,  nevertheless,  fully  selfish.  Jesus  met 
the  multitudes  and  employed  the  methods  that  insured 
gathering  them.  He  too  enjoyed  the  sheltered  home  at 
Bethany  and  the  sweet  solitude  of  the  mountains,  but  his 
Father's  business  would  not  permit  him  to  stay  there.  He 
must  be  hailed  as  King  through  the  public  streets  one  day* 
and  be  jeered  at  as  an  impostor  by  a  mob  a  few  hours  later. 
If  any  man  will  come  after  him,  he  must  deny  himself  and 
take  up  his  cross.  And  if  a  man  is  not  willing  to  forsake  father 
and  mother,  ease  and  home  itself  for  him,  then  he  had  better 
turn  back. 

The  minister  must  be  a  public  man  and  give  up  nearly  all 
seclusion.  He  becomes  the  people's  servant.  The  one  who 
advertises  will  find  full  hands — a  dozen  will  come  for  help 
where  one  came  before.     Stones  will  be  flung.     Darts  will  cut 

59 


60  CHURCH  PUBLICITY 

into  the  heart.  But  blessed  are  ye  when  men  "say  all  manner 
of  evil  against  you  falsely,  for  my  sake,"  said  the  Master. 

This  kind  of  a  minister  must  examine  himself  closely  and 
often.  He  will  make  mistakes  if  he  retains  human  traits,  but 
these  errors  will  themselves  give  him  touch  with 
Self-  his  fellows.     He  stands  for  a  cause  and  not  for  his 

Examina-  rights.  Patience  is  not  inconsistent  with  sensitive- 
Essential  I16SS.  He  need  not  be  ox-like  to  endure.  A  testy 
temper  will  unseat  him  as  a  leader.  A  weathered 
writer  says,  "The  most  powerful  remedy  against  sudden  starts 
of  impatience  is  a  sweet  and  amiable  silence."  The  giant  oak 
laughs  at  storms  because  well  anchored.  Why  does  he  employ 
publicity?  What  is  his  purpose  in  pushing  forward  so  regularly 
and  persistently  .f*  Does  he  feast  on  mere  public  notice  as  the 
"society  bubble"  does.^^  Has  he  a  secret  ambition  to  attain 
ecclesiastical  preferment.'^  Has  he  an  aimless  mania  for  the 
unique?     He  must  cross  examine  himself  mercilessly. 

He  is  to  be  more  than  a  "voice."  Some  are  weakly  humble. 
Ralph  Connor's  "Shock,"  ex-football  player,  who  can  lay  out 
with  a  fist  blow  the  thieving  gambler,  is  more  nearly  a  Chris- 
tian than  Hall  Caine's  spineless  John  Storm,  who  counts  his 
love  for  Glory  Quayle  an  unholy  thing. 

A  group  of  most  distinguished  advertising  experts  recently, 
after  long  discussion,  agreed  that  the  minister  must  of 
necessity  push  himself  forward  for  the  sake  of  his  church. 
He  must  lend  himself  to  give  the  personal  flavor  to  church 
publicity;  that  alone  gives  it  the  human  color  and  magnetism. 
What  would  Henry  Ward  Beecher  have  done  as  an  anti-slave 
advocate  if  he  had  hidden  behind  the  name  of  his  church? 
So  also  with  Spurgeon,  and  Parker,  and  Brooks.  It  is  the 
names  Gunsaulus  and  C adman  and  Hillis  that  draw. 

As  Mr.  W.  W.  Manning,  layman  and  advertising  expert, 
says:  "I  think  a  minister,  by  the  very  nature  of  his  calling, 
must  feature  his  own  personality.  His  congregation,  and 
those  whom  he  attracts  to  his  service,  will  quickly  learn 
whether  he  is  interested  in  a  broad,  humanitarian  effort  to 
help  others,  or  whether  he  is  endeavoring  to  enlarge  his  con- 
gregation for  his  selfish  gain.  This  is  a  simple  equation  in 
character." 

So  every  vital  preacher  is  a  sensation  creator.  If  he  is 
not,  then  his  truth  falls  flat.  Without  an  emotional  arouse- 
ment    there   is   no   effective   activity.      But  he   is   to   arouse 


THE  MINISTER  WHO  ADVERTISES  61 

right  emotions — ^to  create  the  sensation  that  Harriet  Beecher 
Stowe  did  in  crying  out  against  slavery  in  Uncle  Tom's  Cabin, 
a  book  of  fiction  carrying  a  gospel  message.  The  motive  settles 
the   question.      As  Thomas  a  Kempis   says,    "  God  considers 

rather  the  greatness  of  one's  motive  than  the  great- 
tan^e^of  ^^^^  ^^  one's  performances."  Then  Seneca  adds  a 
Motive         g^^^   admonition:    *'So   live   with   men   as   if   God 

saw;  so  talk  with  God  as  if  men  heard."  Another 
adviser  says,  "An  excellent  rule  is  to  suspect  the  propriety  of 
every  communication  where  the  personal  feelings  or  circum- 
stances of  the  speaker  form  part  of  the  subject." 

One  very  important  request  sent  out  was:  Give  your  defi- 
nition of  a  sensational  pastor  or  minister. 

This  term  or  epithet  so  promptly  frightens  the 
tionali^t?     ^^^  ^^^  ^^  considering  taking  up  publicity  methods 

that  no  more  important  subject  was  presented.  A 
pastor  located  in  a  small  New  York  State  town  came  to  the 
writer  and  described  the  location  of  his  church,  emphasizing 
the  fact  that  few  of  the  community  attended,  and  asked, 
"What  can  I  do  to  get  an  audience?"  He  was  answered, 
conservatively,  "  Prepare  an  attractive  concert  program  by 
the  children  of  your  Sunday  school."  His  eyes  brightened 
hopefully  as  he  admitted  the  possibility  and  advantages. 
But  when  the  further  word  came — "  and  advertise  it,"  he 
drew  back  with  horror.  "  Why,  then  I  will  be  called  a  sen- 
sationalist." Poor  man!  that  giant  drove  him  out  of  the 
promised  land.     Let  us  settle  the  question. 

The  replies  evidenced  the  fact  that  the  request  was  differ- 
ently interpreted.  Here  is  a  group  of  replies  defining  the 
term  altogether  in  the  bad  sense.  A  few  of  them,  while  they 
agree  with  the  definition,  still  reveal  enough  animus  to  betray 
the  fact  that  all  publicity-seeking  methods  mark  a  man  down. 
Some  seem  to  take  it  for  granted  that  a  great  preacher  will 
always  have  a  great  audience,  and  the  other  kind  can,  by  no 
manner,  secure  a  hearing  of  size.  Here  is  a  group  of  peculiarly 
striking  replies  from  ministers  of  different  denominations: 

Dr.  Allen  A.  Stockdale,  who  is  the  pastor  of  a  large  Con- 
gregational church  in  Boston,  which  is  always  full,  says: 

The  "sensational"  minister  is  a  cross  between  a  paint  pot  and  a  bellows. 
He  is  himself  most  fooled  concerning  his  helping  of  men. 

Dr.  D.  E.  Weigle,  of  Philadelphia,  a  Lutheran  pastor,  who 


62  CHURCH  PUBLICITY 

has   tremendously   enlarged   his   church   by   wide   and   varied 
publicity  methods,  declares : 

One  who  says  some  ridiculous  thing,  so  that  the  papers  will  publish 
it  next  day.  A  preacher  last  week  advertised  the  subject,  "Going  Some." 
The  dignity  of  the  sacred  gospel  should  never  be  dragged  to  the  level 
of  the  street.  We  grovel  in  that  all  week  and  want  to  get  above  that 
Sunday. 

Dr.  Charles  A.  Eaton,  the  long-time  successful  pastor  of  a 
great  Baptist  church  in  New  York,  and  formerly  Mr.  Rocke- 
feller's pastor  in  Cleveland,  says: 

One  who  endeavors  to  secure  quantity  rather  than  quality  in  his  results. 

Dr.  Worth  M.  Tippy,  pastor  of  Epworth  Memorial  Methodist 
Church  in  Cleveland,  one  of  the  largest  in  his  denomination, 
gives  his  definition  as  follows : 

One  who  exploits  himself;  who  uses  unusual  phrases,  extravagant 
expletives;  who  denounces  and  crusades,  and  works  by  himself;  who  uses 
to  the  limit  for  publicity  whatever  he  is  doing,  and  handles  cooperative 
efforts  for  the  same  purposes. 

From  an  objectionable  standpoint,  it  occurs  to  me  that 
Dr.  Arthur  F.  Ragatz,  of  Denver,  just  about  describes  the 
features  which  deserve  the  name  in  the  worst  sense  of  the 
term.     He  says: 

One  who  uses  sensational  themes  or  methods  for  popularity's  sake, 
and  fails  to  clinch  the  truth  or  to  present  gospel  truths  when  he  has 
the  people. 

A  faker  is  one  who  is  always  making  loud  promises  which  he 
cannot  fulfill.  The  definition,  therefore,  of  Dr.  O.  W.  Fifer  may 
well  be  considered.     He  writes: 

One  who  advertises  what  he  cannot  deliver.  One  who  puts  a  foolish 
title  to  a  serious  message.  One  who  seeks  notoriety  by  the  use  of  excep- 
tional or  improbable  events;  and,  second,  one  who  uses  coarse  sugges- 
tions or  slangy  topics  and  treats  them  in  much  the  same  way;  third,  one 
who  intrudes  itself  at  the  expense  of  the  message. 

All  of  the  definitions  are  so  exact  and  full  of  worth  that 
nothing  better  can  be  done  than  to  give  many  here: 

Milo  Atkinson: 

One  who  seeks  merely  to  stand  in  the  glare  of  the  lime-light.  There 
are  times  when  it  is  necessary  for  the  preacher  to  stand  thus,  but  such 
occasions  are  different  from  seeking  such  publicity. 

E.  Howard  Brown: 

A  man  who  wants  and  seeks  notoriety  for  himself.  Says  things  on 
purpose  to  bring  upon  himself  persecution  or  popularity. 


THE  MINISTER  WHO  ADVERTISES  63 

John  L.  Cairns: 

The  man  who  becomes  so  absorbed  in  the  message  that  he  forgets 
he  is  delivering  it  for  the  Lord  and  not  for  his  own  honor  and  aggran- 
dizement. 

W.  H.  Christ: 

One  who  seeks  personal  notice  rather  than  the  cause  which  he  is  en- 
gaged in. 

Charles  L.  E.  Cartwright: 

One  who  does  not  preach  the  gospel — who  takes  his  holy  oppor- 
tunity for  Jean  Valjean,  Ben-Hur,  Ten  Nights  in  a  Bar  Room. 

George  Rowland  Dodson: 

By  doing  loud,  noisy,  or  queer  things  he  seeks  to  be  talked  and  read 
about. 

J.  Stanley  Durkee: 

One  who  fancies  that  he  can  improve  on  Christ's  method  of  preaching 
the  gospel.     Who  seeks  to  feed  his  people  on  "wind." 

George  A.  Duvall: 

A  sensational  pastor  is  one  who  through  lack  of  power,  personality, 
or  perception  has  to  resort  to  crude  oddities  in  order  to  get  a  hearing, 
private  or  public. 

M.  P.  Fikes: 

One  whose  themes  and  usual  treatment  thereof  indicate  that  he  is 
more  concerned  to  get  the  crowd  to  the  church  than  in  getting  the  church 
into  the  crowd.  Preaching  for  men,  instead  of  for  souls,  for  cash  instead 
of  character.  Who  uses  the  Bible  only  to  serve  as  an  excuse  for  occupy- 
ing the  pulpit. 

R.  B.  Guild: 

One  who  leads  people  to  expect  something  marvelous,  but  who  cannot 
deliver  the  goods. 

F.  K.  Gamble: 

One  who  had  rather  exploit  himself  than  his  message. 

A.  R.  Holderby: 

One  who  employs  claptrap  methods,  and  who  plays  the  buffoon  to 
secure  his  crowd. 

F.  R.  Leach: 

One  who  is  in  the  limelight  for  bis  own  glory  and  profit. 

Clarence  S.  Long: 

One  who  is  satisfied  with  superficial  and  passing  interest,  or  personal 
notoriety,  and  therefore  aims  his  advertising  to  appeal  to  the  baser  im- 
pulses and  to  these  only  momentarily. 

M.  B.  McNutt: 

A  sensational  pastor  or  minister  is  one  who  caters  to  the  morbidly 
Qmotional  io  maa. 


64  CHURCH  PUBLICITY 

Daniel  L.  Marsh: 

One  who  in  a  cheap  manner  discusses  nonbiblical  themes  for  the  sake 
of  notoriety. 

Leopold  A.  Nies: 

A  man  who  announces  and  discusses  topics  before  the  public  which 
are  not  related  to  religion,  or  religious  topics,  in  a  vulgar  manner. 

George  W.  Owen: 

One  who  overworks  the  appeal  to  transient  interest. 

William  H.  Phelps: 

A  sensational  minister  is  one  who  advertises  boldly  and  continuously 
goods  which  he  cannot  deliver. 

C.  H.  Ryder: 

One  who  has  little  to  advertise. 

H.  P.  Sloan: 

One  who  does  things  that  detract  from  the  people's  sense  of  the 
majesty  of  God  in  a  service. 

C.  J.  Stacy: 

One  who  announces  "Short  Cuts  to  Hell,"  "Out  of  the  Frying  Pan 
into  the  Fire,"  etc.,  as  his  subjects. 

H.  L.  Towle,  a  layman  of  Philadelphia,  writes : 

One  who  employs  odd  or  startling  devices  to  attract  attention,  with 
nothing  in  his  addresses  or  his  work  to  justify  the  attention  after  it  has 
been  attracted. 

The  Rev.  Dr.  M.  H.  Lichliter  has  spoken  a  true  word  in 
this  declaration  about  "motive": 

Sensationalism  is  not  primarily  a  matter  of  method,  but  of  motive; 
it  is  to  be  identified,  not  in  the  preacher's  sermon  theme,  but  in  his 
objective.  A  "sensational"  preacher  is  one  who  seeks  to  attract  atten- 
tion to  himself. 

The  Rev.  W.  R.  Ward  says: 

It  depends  almost  entirely  on  the  man.  Some  men  can  do  things 
without  criticism  which  would  be  quite  out  of  order  for  others. 

Sam  Jones  could  be  ridiculous  and  still  do  effective  work, 
while  others  who  aped  him  cheapened  both  their  profession 
and  their  methods.  We  are  not  to  imitate  but  to  bring  out 
in  a  natural  way  our  own  personality. 

Dr.  Andrew  Gillies  gives  as  his  definition: 

One  who  startles  or  amuses  by  a  departure  from  the  conventional. 

Here  is  a  group  that  easily  lead  from  the  bad  interpretation 
of  the  term  into  the  good  meaning  of  it: 


THE  MINISTER  WHO  ADVERTISES  65 

Clarence  O.  Kimball: 

A  conventional  preacher  may  be  sensationally  advertised,  and  a  sen- 
sational preacher  may  be  conventionally  unadvertised. 

J.  W.  Lee: 

When  a  pastor  descends  to  level  of  vaudeville,  going  beyond  good 
taste,  but  never  if  he  tries  to  attract  in  a  straightforward  manner. 

Henry  Edward  Rompel: 

I  have  never  met  him;  but  I  should  say  he  is  the  one  who  does  the  unnat- 
ural, the  trashy — introduces  the  false — not  the  one  who  causes  sensation. 
Truth  will  do  that  in  many  quarters. 

Johnston  Myers: 

There  are  two  kinds  of  sensationalism;  one,  which  impresses  the  truth 
by  some  startling  method;  and  the  other,  which  advertises  the  man. 
The  first  is  commendable  always. 

W.  E.  Biederwolf: 

The  man  who  creates  a  sensation — and  heaven  help  the  preacher 
who  doesn't!  We  ought  all  to  be  sensational  preachers.  Some  preachers 
think  that  to  be  sensational  they  must  be  slangy  and  vulgar.  God  de- 
liver us  from  all  such! 

We  must  not  be  afraid  of  the  term.  The  Rev.  Charles  M. 
Sheldon,  D.D.,  the  author  of  In  His  Steps,  in  his  answer  to 
the  question,  says:  "One  who  creates  a  sensation.  It  may  be 
either  a  good  one  or  a  bad  one." 

The  Rev.  Sydney  Herbert  Cox  says,  "One  who  tells  the  truth 
strikingly,  as  did  Jesus  Christ." 

The  minister  who  is  worthy  the  name  of  "preacher"  is  thereby 
entitled  to  the  term  "sensational."  He  must  be  strong  enough 
to  bear  the  wrong  interpretation  and  at  the  same  time  gladly 
enforce  the  right  interpretation. 

It  is  interesting,  therefore,  to  get  emphasis  of  the  word  un- 
der consideration. 

Dr.  M.  A.  Matthews,  of  the  First  Presbyterian  Church, 
Seattle,  Wash.,  just  retired  as  the  moderator  of  the  General 
Assembly  of  the  Presbyterian  Church,  and  the  pastor  of  one 
of  the  greatest  churches  in  the  world,  says: 

In  the  true  sense,  if  a  preacher  preaches  the  whole  gospel,  he  will  create 
a  sensation.  The  minister  who  does  not  preach  the  Bible,  and  does  not 
create  a  sensation  thereby,  has  no  right  in  the  pulpit. 

Dr.  J.  Whitcomb  Brougher,  who  succeeded  "Bob"  Burdette 
in  the  marvelous  Baptist  Tabernacle  in  Los  Angeles,  Cal., 
also  gives  a  splendid  reply: 

One  who  believes  that  Jesus  Gbrist  is  the  solution  of  every  problem 


66  CHURCH  PUBLICITY 

known  to  human  experience,  and  therefore  applies  the  gospel  of  Christ 
to  subjects  that  are  of  vital  interest  to  the  people. 

Dr.  R.  S.  MacArthur,  the  president  of  the  World  Baptist 
Association  and  so  long  the  effective  pastor  of  Calvary  Church, 
New  York,  says: 

There  is  a  sensationalism  that  is  eminently  commendable.  All  de- 
pends upon  the  motive  which  dominates  the  action  and  the  spirit  which 
governs  the  pastorate  as  a  whole.  The  minister  ought  to  avoid  the  melo- 
dramatic and  cheap  theater  style  of  sensation. 

The  Rev.  John  E.  Miles's  final  phrase  is  too  often  true  and 
leads  to  unfair  and  cutting  criticism: 

The  man  that  "draws  the  crowd,"  "delivers  the  goods,"  "wins  the 
souls" — and  is  the  envy  of  his  brother  ministers. 

The  Rev.  A.  H.  Nesbitt,  pastor  in  a  small  town,  puts  the 
whole  truth  briefly : 

The  pastor  who  tries  to  impress  the  greatest  number  for  the  greatest 
good. 

The  Rev.  W.  W.  Bustard,  D.D.,  says  about  the  same  thing: 

The  right  kind  of  sensational  minister  is  one  who  can  and  does  create 
enough  interest  to  get  people  to  attend  his  church,  and  then  says  the 
right  thing  in  the  right  way  which  will  help  them  the  most  and  bring 
them  back  again. 

The  Rev.  Herbert  J.  White,  D.D.,  tersely  says: 

One  who  has  vitality  enough  to  reach  the  people  and  shock  the  Pharisees. 

Here  are  a  few  more  definitions  of  the  term  "sensational.'* 

E.  H.  Byington: 

One  who  attracts  public  attention  to  himself  by  unusual  and  some- 
what startling  methods  and  utterances. 

H.  Addis  Leeson: 

The  thing  that  fits  a  man  becomingly  and  belongs  to  his  tempera- 
ment and  method  and  is  natural  to  him  will  save  him  ordinarily  from 
sensationalism. 

A.  W.  Leonard: 

In  my  opinion,  there  are  very  few  sensational  preachers.  A  man 
may  announce  an  interesting  subject,  and  one  that  is  unique,  and  yet 
preach  the  gospel. 

S.  A.  Northrup: 

The  best  definition  I  can  give  is  Christ's  ministry;  he  was  always 
sanely  and  wisely  sensational.  There  was  scarcely  a  day  in  his  three 
years'  ministry  that  he  did  not  perform  some  deed  that  the  Pharisees 
called  "sensational." 


THE  MINISTER  WHO  ADVERTISES  67 

A.  B.  Taylor: 

One  who  makes  his  church  and  the  gospel  he  preaches  so  interesting 
and  so  evidently  necessary  that  the  people  attend  and  support  it. 

The  whole  thing  hinges  on  the  sincerity  and  high  motive 
of  the  minister.  When  he  is  utterly  devoted  to  the  purpose 
of  having  men  and  women  introduced  to  the  Christ  as  a  Saviour, 
he  may  use  any  method  that  will  not  defeat  that  end. 

Bourke  Cockran  gave  at  a  college  commencement  a  defini- 
tion of  eloquence,  as  "sincerity."  This  one  word  seemed  to 
carry  his  whole  thought.  He  amplified  it  by  saying,  "When 
one  is  sincere,  he  will  use  the  fewest  possible  words,  the  best 
and  cleanest  illustrations,  and  the  simplest  and  most  direct 
speech." 

The  minister  will  cultivate  his  personality  to  the  highest 
possibility.  He  will  accumulate  all  the  magnetism,  knowledge, 
humanity,  and  heart  power  within  his  reach.  He  will  then 
direct  them  to  the  end  of  bringing  results  for  the  kingdom 
in  whose  service  he  is  enlisted.  He  will  be  so  engrossed  at  this 
task  and  so  devoted  to  his  ideal  of  service  that  he  will  neither 
seek  for  personal  aggrandizement  nor  strive  for  Czar-like  power 
and  develop  a  stubborn  egotism.  Neither  Vvill  he  be  moved 
by  flings  that  are  unfounded  and  that  would  otherwise  sour 
his  heart's  love  and  embitter  his  soul. 

If  careful  examination  convinces  him  that  his  motive  is 
high,  he  may  without  any  hesitation  employ  every  bit  of 
possible  publicity,  even  though  it  pushes  his  name  forward, 
as  long  as  in  the  end  it  advances  the  kingdom  and  the  church 
which  he  serves. 

A  minister  who  advertises  will,  of  course,  be  criticized,  but 
that  gives  good  publicity  if  he  is  true-hearted.  He  is  a  poor 
herald  if  he  is  not.  Jesus  predicted  it:  "Blessed  are 
Concern-  y^^  when  men  shall  revile  you,  and  persecute  you, 
cmn  "  ^"  ^^^  ^^^11  ^^y  ^^1  manner  of  evil  against  you  falsely y 
for  my  sake."  The  following  question  was  also  sent 
out  to  the  group  of  ministers:  Why  is  a  minister  criticized 
who  undertakes  to  advertise  his  church  in  a  modern 
way.^ 

Here  are  a  few  of  the  replies  in  groups : 

Because  people  have  made  religion  too  unnatural^  too  completely 
divorced  from  the  everyday  doings. 

J.  Whitcomb  Brougher: 

Because  people  have  tried  to  keep  business  and  religion  divorced- 


68  CHURCH  PUBLICITY 

A.  C.  Hacke: 

I  think  often  because  of  the  attempt  to  draw  the  line  between  "sacred" 
and  "secular."     "We  haven't  been  used  to  it." 

Charles  M.  Sheldon: 

The  church  is  reckoned  as  different  from  the  world. 

Because  church  people  are  naturally  very  conservative. 

Sydney  Herbert  Cox: 

Because  church  people  who  have  always  been  church  people  are  usually 
the  most  conservative  of  all  classes. 

C.  O.  Kimball: 

The  natural  resentment  of  some  outsiders  toward  all  genuine  religious 
enterprise,  and  the  ever-present  suspicion  as  to  motive.  A  progressive 
preacher  is  criticized  no  more  than  a  progressive  politician. 

S.  A.  Northrup: 

Any  minister  is  criticized  who  keeps  out  of  the  ruts  and  uses  original 
ways  and  means  to  attract  the  outsider  to  Christ  and  the  church. 

C.  H.  Rust: 

Many  times  because  the  church  does  not  appreciate  the  need  of  change 
in  applying  old  truths. 

Because  it  spoils  the  spirit  of  worship, 

Harold  Paul  Sloan: 

It  strains  my  own  sense  of  the  dignity  of  divine  worship.  It  is  an 
appeal  to  human  interest,  and  confesses  that  men  do  not  realize  the 
supreme  duty  and  privilege  of  worshiping  God. 

Because  modern  methods  of  advertising  themselves  are  criticized. 

Allen  A.  Stockdale: 

For  the  simple  reason  that  modern  methods  of  advertising  business 
have  come  in  for  severe  criticism. 

Because  of  the  jealousy  of  other  ministers. 

W.  E.  Biederwolf: 

Because  of  jealousy  on  the  part  of  some  preachers  who  are  not 
"delivering  the  goods"  themselves. 

M.  H.  Lichliter: 

He  is  usually  criticized  by  men  who  are  themselves  making  no  effort 
to  meet  the  needs  of  the  age,  and  who,  as  a  direct  consequence,  are  com- 
pelled to  face  decreasing  congregations. 

Because  a  pastor  frequently  does  foolish  things  when  doing  pub- 
licity work;  it  overbalances  him. 

O.  W.  Fifer: 

Because  it  is  difficult  not  to  be  a  fool  under  great  publicity. 


THE  MINISTER  WHO  ADVERTISES  69 

Not  awake  to  the  most  vital  need  of  the  church. 
Clarence  S.  Long: 

Perhaps  the  critics  have  never  had  deep  religious  beliefs  themselves 
to  make  them  believe  the  church  has  anything  worth  advertising. 

Andrew  Gillies: 

Because  of  religious  inertia  and  a  failure  to  understand  the  scope  of 
religion. 

Henry  Edward  Rompel: 

Cannot  adapt  themselves  to  new  additions — afraid  to  take  the  initiative. 

Dr.  R.  S.  MacArthur  gives  a  good  test  to  use  under  fire. 
He  writes : 

If  his  ideals  are  lofty  and  his  aims  altruistic,  he  may  well  be  indifferent 
to  criticism. 

The  following  interrogation  was  given  to  the  pastors:  Do 
your  best  business  men  object  to  aggressive  church 
advertising? 

.   .  Seventy-seven  replied,  and  only  one  of  this  num- 

of  Bus?-^     ber  answered  with  a  simple  "Yes."     He  is  known 

ness  Men    ^^  ^  newspaper  publicist  of  unusual  success.     Only 

four  others  find  opposition,  and  these  all   qualify 

their  statement: 

George  Rowland  Dodson: 

To  aggressive  advertising,  I  think  they  object. 

H.  Addis  Leeson: 

I  have  not  found  that  they  are  especially  favorable  to  it.  Although 
I  expect  that  they  see  the  need  more  readily  than  others. 

R.  S.  MacArthur: 

They  probably  would,  if  we  advertised  on  billboards  and  in  flaring 
newspaper  notices. 

E.  H.  Byington: 
.   Some  do,  even  among  the  men  who  use  it  most  in  purely  business  affairs 
in  which  they  are  interested. 

Seventy-two  report  that  their  business  men  do  not  object. 
They,  however,  require  eflSciency,  as  Dr.  Stockdale  opines: 
Not  a  bit — but  they  want  it  to  be  truly  effective  advertising. 

If  not,  then  we  dare  not  hesitate  as  pastors  to  lead  forward. 

We  can  by  investigation  convince  ourselves  that  results 
are  sure.  It  is  ours  then  to  "dare."  The  layman  will  quickly 
follow  when  we  have  demonstrated.  Some  will  underwrite  the 
trial.     Hence: 


70  CHURCH  PUBLICITY 

Leopold  A.  Nies: 

I  am  now  raising  $200  for  winter's  advertising. 

If  not  opposed,  some  of  them  will  favor  a  trial. 

The  "Board"  of  the  First  Methodist  Episcopal  Church, 
Cleveland,  O.,  voted  to  spend  $1,000,  and  appointed  C.  C. 
Robbins,  of  the  Cleveland  Crane  Company,  as  chairman  of 
the  Publicity  Committee.  He  immediately  found  ten  men 
who  agreed  to  give  $100,  if  the  effort  did  not  pay.  They  were 
not  called  upon. 

Concern-  ^  searching  question  asked  the  ministers  was: 
ing  Per-  Do  you  consider  it  unwise  to  secure  personal 
sonai  notices  coupled  with  and  so  insuring  publicity 

Notices       fQj.  the  church  you  serve? 

The  following  replied  that  it  was  not  permissible: 

G.  H.  Combs: 

Most  unequivocally  and  unreservedly. 

Charles  L.  E.  Cartwright: 

Yes — it  is  undignified,  unmanly. 

Horace  L.  Jacobs: 

My  name  never  appears  in  a  word  about  my  church  services. 

The  following  think  that  we  must  push  the  church  only: 

Thomas  S.  Brock: 

Personal  notices  should  be  avoided.  My  rule  is,  "Say  anything  about 
the  church  you  want,  but  say  nothing  about  me." 

John  L.  Cairns: 

I  do.  I  am  of  no  value  to  my  parish  save  as  their  pastor,  and  my 
personality  should  be  lost  in  that  of  my  Master. 

Worth  M.  Tippy: 

I  don't  believe  in  seeking  much  publicity.  The  best  way  is  to  do 
such  work  in  the  community  that  one  will  be  given  recognition  without 
seeking  it.     There  is  a  reasonable  publicity,  however. 

J.  L.  Gardiner: 

This  is  a  matter  that  the  preacher  must  be  very  careful  about.  I 
generally  try  to  keep  myself  in  the  background  and  the  church  in  the  fore. 

Fred  K.  Gamble: 

Notices  concerning  the  pastor  are  helpful  to  the  church.  The  minister 
who  attempts  to  secure  such  notices  for  himself  is  usually  unpopular 
in  the  newspaper  office. 

Thomas  J.  J.  Wright: 

The  less  publicity  centers  in  the  man  and  the  more  it  centers  in  the 
church  the  better.     This  is  true  of  the  Catholic  Church. 


THE  MINISTER  WHO  ADVERTISES  71 

Dr.  Biederwolf  thinks  facts  must  back  the  statements: 
It  seems  to  me  to  be  perfectly  proper  as  long  as  the  truth  is  told. 

Dr.  Cox  says  that  it  must  not  discount  another. 

If  personal  views,  not  statistics  of  success  that  may  seem  to  discount 
neighboring  churches  and  ministers,  are  printed  it  is  all  right. 

The  following  think  it  permissible  when  balanced  by  rare 
tact  and  taste: 

Milo  Atkinson: 

It  requires  a  good  degree  of  tact  and  sense  of  the  fitness  of  things  to 
make  it  eflfective  in  the  best  way. 

J.  Stanley  Durkee: 

A  very  judicious  use  and  after  much  experience. 

M.  P.  Fikes: 

Within  proper  bounds,  I  see  no  reason  why  such  publicity  is  not 
legitimate. 

R.  S.  MacArthur: 

It  is  a  matter  of  taste;  if  good  taste  be  not  violated,  such  notices  may 
help  churches. 

Johnston  Myers: 

No,  if  the  purpose  is  to  advertise  the  church  and  not  the  man. 

Mr.  T.  B.  Spencer,  of  the  New  York  Sun,  writes  in  regard 
to  this  subject,  as  follows: 

He  should  not  depart  from  the  habits  and  manners  of  good  breeding 
at  any  time.  The  great  sober  masses  are  not  impressed  by  clowns,  and 
the  bizarre  and  extraordinary  appeal  only  to  the  infinitesimal  few  with 
a  tendency  toward  the  unconventional. 

The  following  people  think  that  the  personality  of  the 
minister  must  be  used  to  interest  the  people: 

J.  Whitcomb  Brougher: 

People  are  more  interested  in  the  preacher  than  they  are  in  the  church. 

Clarence  O.  Kimball: 

No.  Personal  items  are  always  read.  Nine  tenths  of  the  space  of  a 
daily  is  given  to  the  personal.  In  fact,  under  certain  definitions,  it  is  all 
personal.  And  the  papers  will  always  print  the  personal.  But  vanity  must 
be  curbed.     Here,  again,  sense  is  at  a  premium. 

M.  H.  Lichliter: 

No.  If  the  notices  are  dignified.  The  best  advertisement  of  the  min- 
ister's church  is  the  activity  of  the  minister  in  educational,  civic,  or 
social  affairs.  His  frequent  appearance  on  public  occasions  attracts 
hearers  on  Sundays. 

D.  E.  Weigle: 

I  secure  personal  notice  wherever  I  can,  in  order  that  my  church  may 


7S  CHURCH  PUBLICITY 

receive  the  benefit.  I  am  holding  positions  on  boards,  etc.,  not  because 
I  am  crazy  about  the  work,  but  because  my  church  receives  the  benefit. 
We  sacrifice  everything — why  not  our  modesty? 

Allen  A.  Stockdale: 

Public  notice  is  good.  I  frequently  write  "Base  Ball"  poetry  which  is 
always  printed  on  the  sporting  page.  The  men  read  that  page  and  many 
come  to  my  church  afterward. 

Mr.  W.  R.  Hotchkin,  the  advertising  manager  of  Gimbel 
Brothers,  New  York,  agrees  that  it  is  legitimate  for  the  minister 
to  seek  personal  publicity.     He  says: 

Perhaps  I  would  be  more  liberal  than  many  others.  There  is  no  ques- 
tion at  all  that  the  personal  reputation  of  a  clergyman  is  one  of  the  largest 
possible  attractions  in  securing  an  audience,  and  this,  to  my  mind, 
means  that  it  is  not  only  advisable  but  it  is  the  duty  of  every  clergy- 
man who  has  the  ability  to  make  for  himself  a  large  reputation  in  his 
community.  In  doing  this  he  does  not  have  to  do  anything  sensational, 
but  he  should  take  a  very  large  and  progressive  interest  in  things  done 
in  his  city.  He  should  accept  opportunities  to  make  addresses  that  will 
add  to  his  reputation;  he  should  write  articles  for  the  newspaper,  if  he 
is  able  to  do  so,  that  will  command  public  attention.  The  larger  he  can 
make  his  own  reputation  the  larger  the  good  he  can  do  for  his  church 
and  for  the  cause  of  religion.  In  doing  this  he  need  not  be  theatrical, 
but  he  should  be  willing  to  secure  legitimate  publicity  whenever  he  has 
a  strong  statement  to  be  made  for  the  public  good,  or  whenever  he  has 
the  opportunity  to  give  a  strong,  forceful  opinion  on  any  subject  of 
public  interest.  When  a  man  has  secured  a  large  public  reputation  for 
his  sound  logic  and  the  good  work  that  he  has  done  he  commands  the 
respect  of  both  men  and  women,  and  has  a  tremendously  enlarged 
opportunity  to  do  good  in  his  profession. 

John  Wanamaker  has  now  been  in  business  fifty  years.     He 

finds  that  personally  prepared  advertising  cuts  into  memory  as 

does  nothing  else.      Consequently,  he  is  still  writing 

of  Person-^  letters  which  appear  in  the  page  advertisements  of 

ality         '  his  store. 

The  great  string  of  "Claflin  Department  Stores," 
scattered  over  the  United  States,  retains  the  local  name.  The 
men  after  whom  the  business  was  named  are  also  employed  so 
that  local  people  may  still  feel  the  personality  of  the  institu- 
tion. If  it  should  be  called  some  general  name,  that  personal 
color  would  be  gone.  It  sounds  much  better  to  say  "James 
McCreery  &  Co.,"  and  we  feel  as  though  we  were  dealing  with 
individuals.  If  it  should  be  known  only  as  "The  Claflin  Cor- 
poration," the  whole  tone  and  the  long  history  of  that  store 
would  be  lost. 

The  advertisements  which  catch  our  eye  are  those  which 


THE  MINISTER  WHO  ADVERTISES  73 

promise  that  the  manager  or  the  proprietor  will  respond. 
Elbert  Hubbard  has  succeeded  amazingly  because  he  sends  out 
circular  letters  declaring  that  he  himself  will  see  that  a  special 
book  is  sent  if  we  buy  it.  The  personal  tone  has  made  him 
strong  and  put  thousands  of  dollars  into  his  pocket. 

Paul  said,  "Follow  me  as  I  follow  Christ.'*  Jesus  gathered 
round  him  a  few  men  who  would  have  given  their  last  drop  of 
blood  to  protect  him  and  imparted  training  and  truths  by 
personal  touch.  The  personality  of  David  was  alone  able  to 
hold  the  nomadic  tribes  of  Israel  together.  The  minister  has 
a  perfect  right  to  develop  his  personality  to  the  full  limit  if  he 
will  always  keep  that  personality  subject  so  the  orders  of  his 
liOrd,  in  whose  service  he  is.  The  church  over  which  he  pre- 
sides must  give  the  gospel.  Simple  lectures  are  not  sufficient. 
Mere  amusement  for  a  Sunday  evening  is  beneath  the  title 
which  his  building  wears,  much  less  the  one  he  himself  is  sup- 
posed to  adorn. 

Concern-  The  first  question  in  the  list  sent  to  ministers 
ingAdver-  was:  May  the  chuTch  use  any  legitimate  ad- 
tising  vertising  methods  which  the  business  man 
Methods     employs? 

Seventy-eight  replied  and  seventy-five  answered  affirma- 
tively, some,  of  course,  with  qualifications,  and  only  three 
gave  a  negative. 

George  Hamilton  Combs,  answered : 

Frankly,  no. 

Allen  A.  Stockdale,  does  very  effective  publicity  work,  but 
replied : 

No.  Some  advertising  hurts  business  in  the  end — some  advertising 
secures  temporary  curiosity  but  does  not  result  in  permanent  interest. 

Worth  M.  Tippy  also  counsels  conservatism: 
No,  the  church  must  be  restrained  in  its  advertising  or  it  will  lose 
respect  and  confidence. 

The  Rev.  George  Hamilton  Combs,  D.D.,  as  noted  else- 
where, is  asking  his  church  for  a  publicity  fund  of  $5,000  a 
year.  The  other  two  favor  conservative  methods.  It  would  be 
fair,  therefore,  to  conclude  that  the  whole  seventy-eight  favor 
it.  We  may  profitably  notice  some  replies.  These  make  no 
reservations : 

C.  H.  Rust: 

Not  only  may,  but  must  if  she  is  to  meet  the  conditions  of  our  times. 


74  CHURCH  PUBLICITY 

Andrew  Gillies: 

It  may  and  should. 

M.  P.  Fikes: 

Yes,  I  see  no  reason  why  the  church  should  not  acquaint  the  com- 
munity with  the  name  and  nature  of  the  goods  she  has  to  deliver. 

Mr.  Harold  Spencer  (layman) : 

I  believe  that  the  church  may  use  any  kind  of  legitimate  advertising^ 

The  following  are  just  as  certain  and  employ  further  with 
full  confidence  the  analogy  of  the  business  institution: 

D.  E.  Weigle: 

Certainly.  We  must  be  about  our  Father's  business.  The  church  is 
a  great  corporation,  and  her  vestrymen  are  directors  organized  for  the 
transaction  of  the  most  vital  business  because  of  its  bearing  upon  our 
eternal  destiny. 

William  A.  RoUe: 

Yes,  the  church  is  in  the  business  of  saving  souls  and  making  men  and 
women,  and  there  is  no  other  institution  in  the  same  business  in  any 
community. 

John  L.  Cairns: 

The  business  man,  convinced  of  the  purity  and  value  of  his  product, 
has  the  right  to  use  every  legitimate  method  of  bringing  it  into  use  and 
prevent  the  use  of  inferior  articles;  if  this  be  true  of  material  things,  how 
much  do  we  need  the  same  in  spiritual  things! 

Clarence  S.  Long: 

Yes.  The  King's  business  is  just  as  deserving  of  legitimate  adver- 
tising as  any  other. 

Henry  Edward  Rompel: 

I  see  no  reason  why  not.  We  have  infinitely  more  than  they  have  to 
offer,  and  am  sure  it  will  appeal  to  the  people  if  presented  properly, 

F.  R.  Leach: 

Yea,  it  is  in  the  world's  biggest  business,  and  it  should  be  pushed. 

Some  advise  caution  and  conservatism  to  a  greater  or  less 
degree,  as  the  following : 

L.  M.  Zimmerman: 
Yes,  within  proper  bounds. 

Charles  M.  Sheldon: 

Yes.     I  am  not  altogether  positive  yet  as  to  kind  or  extent. 

C.  J.  Stacy: 

Yes,  provided  they  are  used  in  a  "churchlike"  way. 

R.  B.  Guild: 

Yes,  provided  it  is  adapted  to  the  business  of  the  church  as  the  high- 
class  advertiser  in  the  commercial  world  does. 


THE  MINISTER  WHO  ADVERTISES  75 

A.  W.  Leonard: 

Yes,  with  emphasis  on  the  word  "legitimate"  and  from  the  standpoint 
of  the  church. 

M.  H.  Lichliter: 

Certainly,  within  the  limits  of  dignity. 

There  is  a  question,  however,  whether  we  ought  to  be  de- 
tained by  a  mere  local  atmosphere  as  the  Rev.  E.  Howard 
Brown  suggests: 

Yes,  if  local  sentiment  will  bear  it. 

We  may  and  ought  to  educate  such  folk  out  of  a  false 
conservatism. 

If  business  institutions  are  able  by  advertising  to  compel 
the  purchase  of  useful  commodities,  sometimes  first  creating 
a  demand  for  them,  surely  the  church  which  brings  about 
"godliness,"  "profitable  to  all  things,"  has  a  right  to  use  it. 
The  minister  has  a  right  to  use  any  legitimate  plan,  place, 
or  person  that  enables  him  to  reach  the  goal.  Mr.  Gardiner 
as  an  expert  speaks  this  cheering  word: 

Ministers  have  been  timid  about  undertaking  a  task  in  the  performance 
of  which  they  might  appear  awkward.  Advertising  of  this  sort  does 
require  special  ability,  carefully  trained.  But  the  writing  of  sermons 
does  also. 

Advertising  a  church  is  not  an  easy  matter  by  any  means.  But  min- 
isters are  essentially  men  of  learning,  thinkers,  and  skilled  in  the  use  of 
words.  They  should  be  particularly  apt  in  cultivating  an  advertising 
style  which  would  be  interesting  and  reflect  credit  upon  the  church. 

Human  interest  in  advertising  copy  is  just  as  indefinite  and  elusive 
as  it  is  in  a  sermon;  but  the  minister  who  can  preach  a  sermon  worth 
while — one  which  has  the  compelling  quality  of  human  interest — can 
write  an  advertisement  worth  while  if  he  puts  his  mind  to  it. 

Real  human  interest  copy  is  always  set  in  very  plain  style,  of  necessity, 
for  the  mind  of  the  reader  must  be  kept  unconscious  of  the  fact  that  any 
attempt  is  being  made  to  compel  him  to  read.  The  kind  of  type  the  eye 
is  most  accustomed  to  is  the  thing  to  use. 

Mr.  O.  J.  Gude,  a  hard-headed  business  man,  writes  a  per- 
sonal note  as  follows: 

But  the  church,  like  a  commercial  institution,  cannot  profit  by  pub- 
licity unless  it  can  supply  to  the  people  something  that  the  people 
want — unless  it  gives  a  something  back  to  the  people  for  the  time  the 
people  give  the  church.  It  must  study  the  spiritual  need  of  the  average 
individual  just  as  the  wise  commercialists  study  the  material  needs  of 
the  average  of  mankind,  and  then  it  must  find  a  way  to  fill  that  need  so 
that  the  people  will  come  again  and  again,  and  these  repeat  visits  will  prove, 
not  only  the  success  of  the  publicity  method,  but  the  fundamental  correct- 
ness of  the  general  policy  of  the  particular  church  that  holds  this  increased 
attention. 


76  CHURCH  PUBLICITY 

Mr.  Herbert  N.  Casson  enforces  the  wisdom  of  getting 
advice  from  the  "outsider"  by  a  strong  incident.  A  baby 
gocart  manufacturer  who  claimed  proudly  that  he 
2^*side  2^aj  p^|.  out  $30,000  the  preceding  year  ridiculed 
the  efficiency  adviser  to  a  stranger.  The  stranger 
happened  to  be  such  a  specialist,  but  listened  for  thirty  minutes 
and  then  said,  "  I  will  either  tell  you  something  profitable 
or  pay  for  the  dinners."  He  proceeded:  "You  have  never 
stopped  to  think  that  all  your  gocarts  are  bought  by  women 
and  not  by  men.  Yet  you  have  never  asked  a  woman,  not 
even  your  wife,  how  it  ought  to  be  made.  You  have  doubt- 
less put  no  pocket  in  it  nor  a  place  for  a  milk  bottle  or  a 
napkin,  and  there  is  nothing  in  front  for  the  baby  to  look  at. 

"Very  likely  your  head  salesman,  and  even  your  advertising 
writer,  are  unmarried,  baby  less  men.  And  yet  you  wonder 
why  your  customers  cause  you  so  much  trouble."  The  man- 
ufacturer was  dumfounded  and  concluded:  "If  that  is  what 
you  fellows  call  the  outside  point  of  view,  it  has  got  fortune- 
telling  beaten  to  a  frazzle." 

If  only  the  minister  could  be  helped  out  of  a  narrow  view 
by  some  such  specialist!  He  can  frankly  consult  "outsiders" 
and  friendly  business  men  and  expert  publicists.  They  are 
all  of  them  ready  to  help — and  their  viewpoint  and  sugges- 
tions will  be  pricelessly  helpful. 


CHAPTER  IV 

Marks  of  a  Good  Publicist 

Theodore  Roosevelt  has  often  been  charged  with  employ- 
ing press  agents.  He  never  needed  to  do  so.  He  is  intensely 
human  and  keeps  in  tune  with  the  multitude.  He  possesses  a 
tremendous  personality  and  employs  all  his  gifts  for  public 
service.  In  general,  any  publicist  must  be  so  human  that  he 
knows  men,  and  then  can  clothe  his  message  in  their  language — 
simple,  direct,  and  appetizing. 

But  let  us  call  in  our  witnesses.  One  of  the  questions 
propounded  ministers  was:  What  qualifications  are  essen- 
tial  to  make  a  successful  advertiser  for  the 
tionsofan  ^^"^^^  ^^^  religion?  Many  missed  the  point, 
Advertiser  ^^^  most  of  them  exhibit  an  insight  worthy  of  con- 
sideration. From  advertising  samples  sent  it  would 
appear  that  many  of  them  have  knowledge  without  zeal.  It  is 
much  easier  to  define  than  to  do.  Many,  as  will  be  seen  in 
later  illustrations,  could  stand  the  test  of  the  definitions.  But 
here  are  the  replies: 

G.  H.  Combs: 

"Hustle" — for  ever  and  ever.  Controlled  by  sanity  and  an  instinctive 
sense  of  what  is  fit. 

Worth  M.  Tippy: 

The  qualities  that  make  an  ad  writer  plus  experience  in  religious  work. 

D.  E.  Weigle: 

We  must  associate  more  with  the  scoffers  so  that  we  can  get  their 
point  of  view,  for  they  are  the  lost  sheep,  not  your  vestry. 

M.  P.  Fikes: 

A  clear,  definite,  sympathetic  appreciation  of  people  and  their  prob- 
lems, and  well-defined  conviction  that  the  church  is  able  to  meet  those 
needs. 

Louis  F.  Bausman,  Fairton,  N.  J.  (a  smaller  town) : 

Fearless  of  criticism.     Alert  in  catching  on  to  any  device  or  method 

(legitimate  of  course)  used  in  business  world  or  professional  life — know 
how  to  put  things  in  a  striking,  catchy  way. 

77 


78  CHURCH  PUBLICITY 

W.  E.  Biederwolf  (very  successful  evangelist): 
A  real  acquaintance  with  the  principles  of  advertising.     A  readiness 
to  use  anybody  else's  plan  or  scheme  of  advertising  if  it  is  good.     A  care- 
ful study  of  all  known  methods. 

R.  S.  MacArthur: 

The  advertiser  should  be  up  to  date  with  the  most  approved  methods 
of  advertising  in  the  business  world,  adapting  these  methods  to  the  re- 
quirements of  church  life. 

John  E.  Miles,  Waverly,  N.  Y.  (a  smaller  town) : 

Same  as  in  the  business  world — artistic,  clean,  striking,  attractive. 

Leopold  A.  Nies: 

Let  a  man  put  himself  in  the  place  of  the  man  he  wishes  to  reach. 
Then  obtain  and  advertise  those  things  in  such  a  way  as  to  arrest  the 
man's  attention.     Take  your  public  into  your  confidence. 

M.  H.  Lichliter: 

Accurate  knowledge  of  present  tendencies.  Ability  to  phrase  themes 
in  a  striking  manner  to  attract  attention.  A  good  "mixer" — a  man 
who  speaks  the  language  of  his  own  day. 

M.  B.  McNutt,  Naperville,  111.  (a  smaller  town) : 

Foresight,  tact,  enthusiasm,  good  cheer,  common  sense,  perseverance. 

Charles  A.  Eaton: 

Genuine  character  and  good  sense  and  taste. 

George  A.  Duvall: 

A  soul  on  fire  with  zeal  for  the  advancement  of  the  kingdom  of  Christ 
combined  with  fine  business  tact. 

Here  follows  the  basis,   but  hardly  the   qualifications,   for 
insuring  a  connecting-up  publicity: 
M.  A.  Matthews: 

An  unimpeachable  life,  a  Holy  Ghost-filled  preacher,  and  a  church  in 
which  every  member  has  a  burning  passion  for  souls, 

Thomas  S.  Brock: 

A  good,  live  business  man  is  doing  that  kind  of  work  for  himself  with 
suggestions  from  a  preacher  who  studies  such  methods  to  get  his  church 
before  the  community. 

J.  Whitcomb  Brougher: 

The  church  advertiser  needs  the  same  qualifications  that  the  good 
business  advertiser  has. 

F.  H.  Brunstetter: 

Same  as  in  business,  to  which  add  a  loyal  devotional  spirit. 

E.  H.  Byington: 

An  avoidance  of  phrases  which,  however  correct,  have  in  them  nothing 
attractive. 


MARKS  OF  A  GOOD  PUBLICIST  79 

This  reply  has  a  little  reserve  in  it;  Jesus  was  not  afraid  of 
ill-founded  conservatism : 

E.  H.  Brown: 

One  must  go  after  men  and  use  everything  possible  but  not  go  so  far 
as  to  bring  condemnation  from  conservatism. 

Orien  W.  Fifer: 

Instinctive  sense  concerning  a  "catchy"  phrase.         Inherent  honesty. 
Quickness  of  perception  about  an  idea  or  an  opportunity. 

John  L.  Cairns,  Littleton,  N.  H.   (a  smaller  town  in  con- 
servative New  England) : 

A  consecrated  business  ability  with  determination  to  succeed. 

S.  H.  Cox: 

Deeply  spiritual  religion,  uninterrupted  common  sense,  tact,  taste,  etc. 

W.H.Christ: 

One  who  is  acquainted  with  the  business  man's  way,  who  knows  the 
spirit,  aim,  and  character  of  the  church  and  its  members. 

George  Rowland  Dodson: 

Something   worth  advertising  in  the  first  place,  then  good  sense  and 
good  taste. 

J.  Stanley  Durkee: 

Absolute  honesty,   something    to  give,   and   never  advertising  a  thing 
unless  literally  true. 

R.  B.  Guild: 

Must  know  what  the  church's  most  important  work  should   be  or  is. 
Must  understand  the  attitude  of  those  he  is  to  reach. 

F.  K.  Gamble: 

Reverence  and  invention. 

Andrew  Gillies: 

Originality,    simplicity,    initiative,    honesty. 

F.  W.  Hart,  Chardon,  O.: 

Ordinary  sense — some  observation  of  the  art  of  advertising — and  practice. 

E.  W.  Hart,  Philadelphia,  Pa.: 

Ability    to    evolve   catchy    phrasings,    and    adapt    up-to-date    business 
advertising  schemes  to  church  work. 

C.  S.  Long: 

1.  Have  something  to  advertise  and  be  in  earnest  about  letting  other 
people  know. 

2.  Know  your  people,  their  leading  interests  and  tastes. 

3.  Fit  your  appeal  to  catch  their  attention. 

4.  Never  fail  to  "make  good"  if  you  do  succeed  in  getting  them. 

Daniel  L.  Marsh: 

Aggressiveness,  originality,  aptness  at  phraseology,  a  passion  for    the 
work  of  saving  men. 


80  CHURCH  PUBLICITY 

A.  C.  Hacke,  Dickinson,  N.  D.  (smaller  Western  town) : 
Sympathy  with  the  church  and  the  people.      Be  sure  the  church  makes 
good   according   to    every    ad.     A   judgment   such   as   can    maintain    the 
dignity  of  the  church  without  making  its  advertisements  prosy.     A   keen 
sense  of  humor. 

J.  W.  Lee: 

Must  have  suggestive  mind  and  be  a  keen  observer  of  methods. 

S.  A.  Northrup: 

A  sensitive,  resourceful  make-up;  a  study  of  business  ads  in  news- 
papers and  magazines. 

C.  H.  Woolston: 

Brevity,  brightness;  study  the  signs  of  great  business  houses. 

William  A.  Rolle: 

A  keen  eye,  clear  head,  and  sensible  mind  to  know  just  how  far  to  go 
and  when  to  stop,  and  with  all  know  how  to  say  much  in  a  few  words. 

C.  H.  Rust: 

Ability  to  phrase  attractively. 

M.  L.  Sanders: 

Much  the  same  as  writing  headlines  for  a  newspaper. 

Allen  A.  Stockdale: 

Soul  food,  mind  food,  and  fellowship  where  the  people  can  get  it. 

H.  L.  Towle  (layman): 

A  knowledge  of  the  methods  which  advertising  and  publicity  experts 
have  found  to  be  essential,  coupled  with  a  real  message  and  absolute 
sincerity  in  following  it.  Most  advertising  men  are  only  half  way 
sincere,  anyway,  in  work  of  this  sort,  and  church  men  do  not  know  how 
to  advertise,  or  have  nothing  to  say  worth  the  attention  of  the  public. 

Edward  Crusselle  (layman) : 

First,  he  must  believe  in  his  own  message. 

Second,  when  he  gets  people  to  come   they  must  not  be  disappointed. 

Third,  he  must  be  alert  and  discriminative  as  to  his  medium  of  publicity. 

Harold  Spencer  (layman): 

It  seems  to  me  that  anyone  may  qualify  to  be  more  or  less  successful  if 
they  will  see  how  successful  business  firms  advertise  and  adapt  the 
methods  to  their  own  use.  Of  course  a  "nose  for  news"  is  of  great  value 
and  aids  in  thinking  of  ads  that  have  not  been  used  before. 

No   man  can  have  all   these  traits.     The  best  of 

Three  them  never  exist   in  one  man.     He   will  grow  into 

Essentials    them  by  practice.     Three  alliterative  words  contain 

the  main  essentials.     He  must  be  sincere,  spiritual, 

and  speak  the  common  language. 

First.  If  he  is  sincere,  criticism  will  not  cut  deeply.  Be- 
ing sure  that  he  is  right,  he  will  hold  steady.  He  cannot  *'take 
things  easily"  or  be  lazy.     He  must  hustle  to  the  limit  of  his 


MARKS  OF  A  GOOD  PUBLICIST  81 

ability  and  opportunity.  Eyes  and  ears  will  be  open  for  new 
methods.  Defeat  will  be  unrecognized.  Determination  will 
put  iron  into  his  expressions.  Directness  will  mark  his  sen- 
tences. People  will  know  what  he  is  about.  No  workable 
plan  will  escape  him.  Forceful  optimism  will  exude  from  his 
declarations  and  his  personality.  He  will  stand  for  sturdy 
manliness  and  a  natural  religious  life. 

Second.  Spirituality  will  keep  him  honest.  He  will  be 
thoughtful  in  the  sentences  he  puts  out  and  the  promises  he 
makes.  Deep  conviction  will  breathe  from  his  words.  He 
believes  intensely  that  the  world  needs  religion  and  cannot  do 
without  it.  He  has  been  thrilled  by  a  personal  religious 
experience.  He  knows  that  God  speaks  to  men.  He  is  certain 
that  the  church  has  a  message  for  to-day.  He  is  confident  that 
men  will  enjoy  religion  if  they  really  hear  it  and  experience  it. 
He  has  had  experience  in  religious  work.  The  worst  mistreat- 
ment by  a  daily  paper  the  writer  ever  experienced  was  that 
carried  out  by  a  green  reporter  hired  by  a  Y.  M.  C.  A.  in 
a  great  city  to  be  its  press  agent.  He  had  worldly  skill  but 
no  knowledge  of  the  work  from  a  real  experimental  stand- 
point. The  minister's  spirituality  will  give  him  taste  so  that 
he  will  not  be  vulgar  or  undignified  in  the  best  sense  of  the 
term,  and  it  will  save  him  from  being  sleepily  prosy. 

Third.  Speaking  the  common  language  will  bring  him  an 
audience.  His  vocabulary  will  be  this-worldish,  not  other- 
worldish.  He  will  study  his  locality.  He  will  know  the  people 
he  is  to  reach.  He  will  find  the  phrases  they  employ.  He 
will  pick  up  the  illustrations  with  which  they  are  familiar. 
He  will  not  be  afraid  to  take  up  anybody  else's  plans.  He  will 
practice  brightness  and  brevity.  He  will  get  hold  of  human 
interest  stories.  Like  his  Master,  the  common  people  will  hear 
him  gladly  because  he  knows  them  and  speaks  to  them  in  their 
tongue.  He  will  put  himself  in  their  place  and  wonder  what 
he  would  think  if  he  read  the  advertisements  prepared. 

The  second  question  propounded  ministers  also  fits  under 
this  head.  It  was:  Why  is  SO  much  church  advertising 
fruitless  and  hence  wasted?  Some  of  the  replies  would  dis- 
courage efforts.     Dr.  Brougher  puts  it  too  strongly.      He  says: 

Fruitless  They   don't   advertise,   they  simply   announce.     There   is 

Advertis-  not  one  preacher  in  ten  thousand  who  really  knows  how  to 
ing  advertise,  and  there  is  not  one  church  in  a  hundred  that  has  a 

good  advertising  man  or  woman  in  it. 


82  CHURCH  PUBLICITY 

Possibly  his  ten  thousand  is  a  figure  of  speech.  At  any  rate, 
it  suggests  a  fact:  a  vast  amount  of  church  advertising  is 
wasted  because  it  is  cheap,  prosy,  pointless,  unimpressive  in 
language,  form,  and  circulation.  A  few,  like  Dr.  R.  S.  Mac- 
Arthur,  differ  with  the  writer.     He  says: 

I  doubt  the  statement  that  much  of  the  church  advertising  is  useless. 
Doubtless  there  is  waste  in  every  department  of  life's  activity,  but  not 
more  in  church  life  than  elsewhere. 

Dr.  G.  R.  Dodson  seems  to  take  the  position  that  it  fails 
because  church  advertising  itself  is  unwise  and  harmful.  He 
says: 

It  offends  the  people  who  really  care  for  what  a  church  stands  for. 
It  attracts  only  the  sensation-seekers,  who  always  go  to  the  greatest 
show.     A  mere  audience  is  not  worth  much. 

W.  W.  Manning,  of  the  McClure  Publications,  Inc.,  says: 

Men  and  women  are  selfish.  Some  admit  it,  most  of  them  do  not.  What- 
ever form  your  appeal  takes,  your  arguments  should  always  be  on  the  benefits 
to  the  individual  who  makes  the  effort.  What  can  they  get  from  the  cost 
of  their  effort  that  they  are  not  now  enjoying?  A  personal  call  wins  one 
kind  of  a  person;  a  short,  earnest  letter  wins  another;  newspaper  adver- 
tising catches  the  stranger  who  is  lonesome,  and  who  appreciates  the 
welcome  you  have  for  him;  a  brochure  mailed  to  a  selected  list,  showing 
the  minister,  the  church,  the  subjects  discussed  in  an  attractive  way,  is 
another  appeal  for  help,  and  preferment  as  regards  position  in  the  church, 
either  spoken  or  written,  appeals  to  another  class.  The  principal  thing, 
I  believe,  is  a  consistent,  varied  message  to  a  selected  list  as  far  as  you 
can  frame  it. 

Harold  Spencer,  the  layman,  tells  a  sad  truth: 

I  think  that  the  waste  in  church  advertising  is  due  to  the  fact  that 
many  times  it  is  shoved  on  to  the  pastor  to  perform,  who  cannot  take  the 
time  that  the  work  demands.  Then,  too,  the  person,  if  a  layman,  may 
not  be  fitted  for  the  work. 

Some  day  church  officials  will  give  pastors  secretarial  help, 
so  that  they  can  give  attention  to  such  a  vital  matter  as 
church  advertising.  What  H.  W.  Stone,  the  remarkable 
Y.  M.  C.  A.  secretary  at  Portland,  Ore.,  in  his  book,  Asso- 
ciation Advertising,  says  about  secretaries  who  are  too  busy 
to  advertise  applies  to  pastors:  "Most  secretaries  find  time  to 
do  whatever  they  are  most  interested  in." 

D.  E.  Weigle  says: 

Not  persistently  followed  up.  The  business  cannot  go  on  a  small 
scale.  Ten  dollars  will  be  lost,  but  a  hundred  will  bring  the  result. 
Keep  at  it.     I  did  for  a  year  tiU  things  began  to  break  my  way. 


MARKS  OF  A  GOOD  PUBLICIST  83 

Dr.  S.  H.  Cox  insists  that  it  is  not  the  pastor's  work.     He  says : 

It  is  commonplace,  conventional,  pointless,  not  concise,  and  often  not 
really  true.  Also,  too  much  of  it  is  left  to  ministers  which  is  not  the 
minister's  job. 

One  group  fixes  the  blame  on  the  wording,  form  of  expression, 
and  absence  of  interest  color.     Here  they  are: 

Charles  A.  Eaton: 

Because  stereotyped  and  formal. 

G.  H.  Combs: 

In  more  than  one  sense  it  is  "cheap,"  it  is  commonplace,  it  is  unin- 
telligent. 

O.  W.  Fifer: 

It  is  dry.  Topics  are  not  unique,  but  are  more  or  less  trite.  Few 
pastors  can  condense.     They  make  advertisements  too  long. 

Andrew  Gillies: 

It  is  conventional  and  does  not  contain  interest. 

Mr,  Edward  Crusselle  (layman) : 

It  is  not  addressed  to  the  people  that  need  it,  in  the  first  place,  and 
it  is  "namby-pamby"  and  too  tame.  Church  advertising  should  be  along 
the  line  of  "We  have  something  you  want.     Come  here  and  get  it!" 

E.  H.  Byington: 

When  I  have  a  subject  which  cannot  be  put  in  a  form  to  make  people 
want  to  come,  I  preach  it,  but  do  not  advertise  it.  That  would  be  wasting 
effort  and  money. 

Thomas  S.  Brock: 

Because  it  follows  usual  paths  and  does  not  get  out  of  the  rut. 
Some  people  never  read  the  usual  notices  in  the  papers  simply  because 
they  are  "usual." 

J.  Stanley  Durkee: 

It  lacks  point  and  uses  religious  bombast. 

M.  P.  Fikes: 

Does  not  frequently  advertise  what  hungry  hearts  need.  Too  much 
sameness,  not  enough  variety.  Poor  composition  and  worse  presswork. 
Bears  the  imprint  of  cheapness. 

M.  O.  McLaughlin: 
Too  bunglesome  and  wordy. 

E.  W.  Hart: 

Not  "catchy"  enough.  Old  things  are  advertised  in  a  stereotyped 
way.     As  a  result,  they  are  not  read. 

Henry  Edward  Rompel: 

No  definite  aim;  done  with  a  careless,  thoughtless  fling.  No  brains 
in  it — no  plan;  done  because  others  do  it. 


84  CHURCH  PUBLICITY 

C.  S.  Long: 

Because  some  of  it  is  burdened  with  preaching. 

The  next  cluster  of  replies  seem  to  find  the  chief  fault  in 
the  type  and  outline  forms: 

Charles  C.  Garland: 

Sometimes  overcrowded;  too  small  type,  cheap  paper  and  work;  no 
catchy  phrases. 

N.  W.  Stroup: 

Very  much  of  the  advertising  is  cheaply  printed  and  slovenly  put 
together. 

Leopold  A.  Nies: 

It's  dead.  It's  like  saying  a  grand  thing  in  a  monotone.  Advertising 
should  interpret  thought  by  means  of  display  type. 

William  A.  RoUe: 

Because  of  the  poor  way  in  which  it  is  gotten  up. 

J.  L.  Gardiner: 

Our  church  pays  a  heavier  rate  than  any  other  in  the  city  in  one  of  our 
local  papers  to  advertise  our  Sunday  service,  because  our  church  heads  the 
list  and  our  ad  is  in  heavy  type. 

Even  these  objections  might  be  overcome  and  still  best 
results  be  unachieved  if  the  distribution  is  poor;  hence  the 
following  replies  are  pertinent: 

W.  E.  Biederwolf: 

Not  attractive.  Not  wisely  distributed.  Sometimes  the  thing  delivered 
is  not  worth  the  advertising. 

Worth  M.  Tippy: 

Badly  written  and  not  intelligently  directed. 

J.  M.  Gage: 

It  may  miss  for  not  being  put  out  at  the  right  time,  the  strategic  moment; 
and,  again,  because  it  is  not  put  out  in  the  best  way  for  that  particular 
thing  it  is  to  advertise,  that  is,  perhaps  a  poster  when  a  neat  card  addressed 
to  individuals  would  be  wiser,  etc. 

Then  the  work  must  be  followed  up  in  a  personal  and  pur- 
poseful way,  so  these  warnings  are  valuable: 

E.  Howard  Brown: 

1.  So  poorly  worded  or  written.  2.  Failure  to  place  it  where  needed. 
3.  Failure  to  follow  up  and  expect  results. 

A.  Hamilton  Nesbitt: 

It  is  fruitless  because  it  is  not  followed  up  by  personal  work  afterward. 

But  all  publicity  work  is  worthless  unless  the  people  receive 
satisfying  supplies  when  they  come.     The  church  must  keep 


MARKS  OF  A  GOOD  PUBLICIST  85 

the  Master's  feast  spread.  It  is  so  often  true  that  the 
"husthng"  preacher  utterly  neglects  his  study.  One  well- 
known  church  builder,  who  could  paint  and  paper  parsonages 
and  who  had  a  remarkably  bright  brain,  did  not  have  enough 
books  to  fill  a  bushel  basket.  Mr.  Harold  Spencer,  a  splendid 
publicist,  a  layman  in  the  First  Baptist  Church,  Hartford, 
well  says: 

A  church  may  paste  three  sheets  on  every  billboard  in  town,  and  pay 
for  headlines  in  the  dailies,  and  on  the  first  night  there  will  be  a  good 
audience,  but  unless  those  who  come  are  attracted  at  once,  it  means  that 
on  the  following  Sunday  your  new  clientele  has  evaporated.  Of  course 
you  know  that  there  are  two  things  that  will  make  or  break  a  service. 
Paradoxically,  it  is  the  music  first,  and  then  the  speaker.  It  will  almost 
invariably  be  the  music  that  attracts,  and  often  the  speaker  that  after- 
wards secures  a  more  substantial  hold  on  the  listener. 

The  strong  statements  in  these  further  replies  to  the  ques- 
tion must  carry  great  weight : 

Allen  A.  Stockdale: 

Because  the  sheep  will  not  return  to  an  empty  trough. 

M.  A.  Matthews: 

Because  they  have  nothing  to  advertise. 

Daniel  L.  Marsh: 

Too  often  the  goods  are  not  delivered.  Even  a  church  cannot  fool  the 
public  all  the  time. 

Thomas  J.  J.  Wright: 

The  merchants  must  have  the  goods,  ditto  the  church. 

Fred  K.  Gamble: 

Talks  big  and  fails  to  deliver  the  goods.  The  service  ought  to  more 
than  back  up  the  claims. 

John  L.- Cairns: 

Lack  of  pertinency;  stereotyped  methods;  lack  of  cooperation  between 
pastor  and  people;  a  bright  board  outside  the  church  cannot  make  up 
for  a  lifeless  and  uncordial  congregation. 

J.  F.  Shaw: 

Because  the  sermon  and  the  service  falls  far  below  the  high-sounding 
tones  of  the  billboard.  It  is  like  the  steamboat  Sam  Jones  used  to  tell 
about  whose  whistle  was  so  big  that  every  time  the  whistle  blew  the  engine 
stopped. 

W.  W.  Bustard: 

Because  there  is  nothing  unusual  about  it  to  attract  attention,  and  in 
the  service  nothing  different  than  in  other  churches. 


86  CHURCH  PUBLICITY 

Advertising  must  have  some  positive  traits.  It  must  draw 
people  to  a  worthful  service.  The  sermon  dare  not  be  dry. 
It  can  be  rich  with  facts  and  humanly  toned  illus- 
Ad^^^H^^  trations.  Newspapers  and  daily  experiences  will 
in/  ~  §^^^  incidents  that  will  open  eyes  and  hearts  for 
the  planting  of  good  seed.  The  sermon  must,  of 
course,  have  thought  in  it.  There  must  be  life  in  its  delivery 
and  heart  power  enough  to  make  it  thrilling.  Nothing  but 
the  best  preparation  will  suflBice.  Hugh  Price  Hughes  rather 
than  preach  weakly,  frequently  employed  the  same  sermon, 
which  was  interesting  and  full  of  thought  power.  Spurgeon 
used  many  of  his  illustrations  again  and  again. 

The  advertised  attraction  ought  to  be  unusual  and  worth 
while.  Grace  Church  had  Mr.  Hinshaw,  of  the  Metropolitan 
Opera  Company,  one  Sunday  night,  and  the  next  Sunday 
night  Hans  Kronold,  one  of  the  greatest  'cellists  in  the  coun- 
try, and  they  contributed  their  services  after  they  learned  the 
purpose  of  the  "Happy  Sunday  Evening." 

First.  Show  the  things  you  will  actually  give.  Harry  W. 
Stone,  in  his  advertising  book,  tells  of  a  Y.  M.  C.  A.  secretary 
with  a  small  reading  room  who  secured  two  billboards  in  a 
small  town,  and  pasted  on  them  the  front  page  of  every  daily 
paper  and  every  magazine  in  his  reading  room.  That  looked 
large.     It  immediately  doubled  the  attendance. 

Cheap,  scrawny,  or  undignified  cuts  and  illustrations  should 
be  avoided.  Overly  pious  and  monotonous  language  and  unat- 
tractive type  are  equally  bad.  Better  put  out  two  or  three 
high-quality  pieces  of  printing  than  many  cheap  ones.  That 
does  not  mean  expensive.  It  does  mean  that  while  they  may 
be  put  out  on  cheap  paper,  they  yet  have  the  worth  of  thought 
as  shown  in  wording  and  arrangement. 

Second.  Secure  good  circulation  of  the  printed  matter.  It 
does  not  pay  to  send  out  an  indifferent  careless  boy  to  throw 
bills  around  miscellaneously.  If  the  Brotherhood  or  if  the 
Young  People's  Society  can  be  shown  that  this  work  ought  to 
be  done  for  the  glory  of  God,  they  could  add  tremendously  to 
the  advertising  value  if  they  would  distribute  the  material. 

In  Kansas  City  the  members  of  the  Y.  M.  C.  A.  made  a 
plan  for  the  whole  town  to  be  called  on  in  one  day  by  the 
membership.  The  whole  membership  should  be  inspired  to 
cooperate.  The  person  back  of  the  printed  sheet  makes  it 
potent. 


MARKS  OF  A  GOOD  PUBLICIST  87 

Third.  Follow  up  the  cases  persistently.  One  must  carry 
on  a  campaign  of  advertising.  It  is  not  sufficient  to  do  it 
spasmodically.  The  church  must  be  cordial  when  folks  come. 
This  friendliness  should  express  itself  by  future  and  further  at- 
tention. Take  names  at  the  door  for  personal  contact  later. 
Canvass  the  audience  for  addresses;  otherwise,  the  publicity 
will  have  small  effect  and  will  fall  flat. 

In  short,  provide  the  best  possible  services,  make  their 
merits  known  at  all  hazards,  and  close  the  transaction  only 
when  adherents  are  secured  and  are  permanently  cooperating. 


CHAPTER  V 

Learning  How  to  Advertise 

One  or  two  city  Y.  M.  C.  A.'s  have  opened  "Ad"  classes 
for  church  workers.  E.  H.  Packard,  a  layman  of  Boston,  has 
devoted  his  unusual  talents,  time,  and  money  to  the 
rb^  ,  cause.  A  few  ministers  have  developed  the  trait 
Publicists  ^^  ^  marked  degree,  but  they  can  be  counted  on 
the  fingers  of  two  hands.  Laymen  have  done  pub- 
licity work  for  mass  social  service  movements,  but  no  great 
specialist  in  church  publicity  has  yet  appeared.  W.  C.  Free- 
man proposes  that  some  wealthy  man,  instead  of  endowing  a 
peace  fund  or  building  a  college,  start  a  big  foundation  whose 
income  shall  be  used  for  church  publicity.  No  more  prom- 
ising door  now  stands  open.  Such  a  foundation  would  not 
only  awaken  the  country  but  it  could  also  train  ministers  every- 
where by  correspondence  courses  and  by  sending  a  corps  of 
specialists  for  ten-day  institutes  in  various  communities.  The 
small  field  of  specialists  may  make  the  brave  promise  of  this 
chapter  very  disappointing. 

A  question  sent  to  ministers  was:  What   form 
p^w^  ^t      ^^  study  or  observation  have  you  found  help- 
Work*^^  ^    ^^1  ^^  increasing  your  ability  to  do  effective 
publicity  work? 

The  Associated  Advertising  Clubs  of  America  is  dominated 
by  high  class  men,  most  of  them  actively  engaged  in  church 
work.  At  every  annual  convention  they  now  fill  the  pulpits 
on  Sunday  and  talk  on  honesty  in  advertising.  The  president 
for  an  important  period  was  Mr.  George  W.  Coleman,  an 
active  and  consecrated  Christian  layman  of  Boston.  The 
members  of  an  ad  club  usually  have  lofty  ideals,  and  hence 
are  sympathetic  with  the  efforts  of  the  church  to  do  public- 
ity work.  It  is  therefore  natural  and  commendable  for  min- 
isters to  affiliate  themselves  with  these  organizations.  In  view 

88 


LEARNING  HOW  TO  ADVERTISE  89 

of  the  foregoing,  the  answer  of  Dr.  L.  A.  Nies  is  suggestive. 
He  says : 

Attend  the  ad  men's  annual  convention.  I  learned  more  there  in 
four  days  than  I  ever  read  elsewhere. 

Dr.  J.  W.  Brougher  agrees  with  him  as  follows: 

I   belong  to  the   Advertising   Men's   League.     I  listen  to  them  discuss 

the  best  methods  of  advertising,  hear  lectures  on  advertising.     I  read  Ads 

and  Sales,  by  Casson — this  book  is  great. 

Dr.  M.  H.  Lichliter  evidently  has  the  same  good  judgment. 
He  says: 

Careful  review  of  press  articles,  reading  of  advertising  journals.  Con- 
versation with  successful  ad  men.  I  am  an  honorary  member  of  the 
Advertising   Men's   League. 

Mr.  Burt  E.  Lyon,  a  professional  advertiser,  is  a  graduate  of 
the  best  schools  that  may  aid  in  training.  Here  they  are: 
Page-Davis  Chicago  Ad  Course,  Chicago  College  of  Advertising, 
George  Powell  School  of  Advertising,  Scranton  International 
Correspondence  Schools,  Sheldon's  Business  Building  Course, 
School  in  Chicago. 

Other  pastors  show  wisdom  in  consulting  specialists  for 
detailed  campaigns.     As  for  example,  the  following: 

Worth  M.  Tippy: 

I  watch  advertising  and  have  the  help  of  specialists  who  are  in  my 
congregation. 

Herbert  J.  White: 

The  Y.  M.  C.  A.  religious  leaders  are  wide-awake  fellows  in  advertis- 
ing; and  young  newspaper  men  are  helpful  if  you  can  get  on  the  right 
side  of  them. 

Thomas  S.  Brock: 

I  have  been  helped  most  by  Y.  M.  C.  A.  and  the  big  evangelistic  cam- 
paigns. 

Andrew  Gillies: 

Eight  years  of  business  experience. 

S.  H.  Cox: 

Watching  the  methods  of  successful  clean  merchants,  honest  publishing 
houses,  and  church  leaders  who  really  win  men  to  Christ.  Also  constant 
reading  of  strong  books  and  homiletic  magazines  that  offer  religious 
delicatessen. 

Business  men's  methods  win  or  they  would  not  be  employed. 
Hence  these  answers  are  worthy  of  note: 

R.  S.  MacArthur: 

Observing  the  methods  of  the  best  business  men,  especially  those  who 


90  CHURCH  PUBLICITY 

employ   experts    in    writing  and  issuing  advertisements.      Many  of  them 
put  much  ingenuity  into  their  advertisements. 

A.  R.  Holderby: 

A  study  of  the  legitimate  methods  of  the  business  world.  The  most 
slipshod  institution  in  the  world  is  the  average  church.  Hence  the  poverty 
and  poor  success  of  our  churches. 

If  an  advertisement  affects  us,  it  is  likely  to  affect  some  one 
else.  Words,  phrases,  or  forms  that  make  us  look  the  second 
time  are  the  kind  that  we  should  employ  if  we  can  get  hold  of 
them.  A  large  group  of  men  find  their  training  in  watching 
other  signs,  wherever  they  can  find  them,  and  in  gathering 
samples  from  every  source.     Notice  these  replies: 

O.  W.  Fifer: 

I  watch  the  better  class  of  billboards,  try  to  look  at  the  printers' 
magazines,  and  note  the  card  advertising  of  great  firms.  The  firms  which 
change  style  of  advertising  frequently  repay  close  observation. 

John  E.  Miles: 

Study  ads,  newspaper  headlines,  book  titles,  headings  of  chapters, 
unusual  and  striking  combination  of  words. 

A.  B.  Taylor: 

The  art  of  printing,  especially  with  a  view  to  attractiveness  and  origin- 
ality. 

F.  H.  Brunstetter: 

Always  secure  samples  when  visiting  another  church.  Save  all  I  can 
get;  keep  them  in  a  box  for  suggestions. 

J.  W.  Lee,  D.D.: 

Keeping  in  touch  with  up-to-date  printers.  Always  reading  advertise- 
ments of  all  kinds;  jotting  down  a  phrase,  catchword,  and  grinding  it 
up  in  my  own  mill.  Keeping  touch  with  men  who  are  doing  things  for 
the  kingdom. 

C.  S.  Long: 

Read  successful  business  ads  in  newspapers  and  magazines.  The  same 
things  that  made  a  success  there  are  what  we  need  in  church  advertising 
to-day.  What  holds  your  eye  will  hold  others.  A  little  sketch  in  the 
body  of  a  piece  of  church  advertising  will  save  it  from  the  fire  or  waste 
basket. 

E.  W.  Hart  (Philadelphia) : 

I  had  previously  twelve  years'  newspaper  and  advertising  experience. 
I  would  advise  the  study  of  city  church  ads,  and  writing  to  metropolitan 
brother  pastors  for  bunches  of  their  "job-work"  ad  matter. 

Another  group  of  men  subscribe  for  daily  and  trade  papers, 
peruse  magazines,  and  read  every  available  book.  Here's 
what  they  say: 


LEARNING  HOW  TO  ADVERTISE  91 

C.  H.  Woolston: 

Taking  advertising  journals  and  looking  at  the  signs  in  store  windows 
and  daily  papers. 

Daniel  L.  Marsh: 

Scott's  Psychology  of  Advertising.  Various  firms'  forms  of  advertis- 
ing, for  example,  the  Ward  Bread  Company. 

J.  M.  Gage: 

In  my  own  case  I  was  once  a  publisher  of  a  country  weekly  and  made 
a  specialty  of  the  ad  feature;  got  some  experience  there.  I  now  read 
System  and  notice  all  good  ad  methods  and  note  them  for  future  use  or 
reference. 

J.  F.  Shaw: 

I  read  all  the  newspapers  I  can  aflFord  to  take.  I  take  at  least  five, 
from  the  four  corners  of  the  world,  to  catch  the  trend  of  thought. 

W.  W.  Bustard: 
Study  of  newspapers. 

J.  Stanley  Durkee: 

By  carefully  studying  the  advertising  methods  of  the  great  shoe  con- 
cerns in  our  city,  taking  the  "publicity  magazine"  System,  and  such  like 
methods  and  magazines. 

W.  E.  Biederwolf : 

I  have  read  several  good  books  on  the  subjects — your  own  writings  on 
the  subject,  and  Charles  Stelzle's  Principles  of  Successful  Church  Adver- 
tising. The  study  and  observation  of  commercial  signs  in  street  cars  and 
elsewhere. 

But,  after  all,  an  advertisement  is  not  effective  unless  it 
Must  ^^^  ^^^  particular  people  we  are  after.    The  following 

Apply  group,   therefore,    set   themselves  to   adapting  the 

Locally        copy  to  the  people  whom  they  want  to  reach. 

A.  Hamilton  Nesbitt  (located  in  a  small  town): 

Study  of  the  attitude  and  disposition  of  business  men,  etc.,  who  are 
not  members  of  the  church,  getting  into  touch  with  them  on  other  matters 
and  then  gradually  working  up  an  interest  in  the  church. 

WilHam  A.  RoUe: 

To  appeal  to  men  of  certain  vocations  I  use  phrases  of  that  vocation, 
and  often  get  suggestions  from  secular  advertisements. 

Henry  Edward  Rompel: 

I  have  read  the  papers,  the  magazines,  looked  into  the  show  windov/s, 
watched  the  billboards,  read  the  signs  in  the  street  cars,  studied  the 
people.  Use  little  words,  get  to  the  thing,  say  it,  say  it  well,  shut  up — it 
is  done.  I  have  been  feeling  my  way,  the  church,  the  town,  then  blazed 
— and  got  the  crowd. 


92  CHURCH  PUBLICITY 

M.  L.  Sanders: 

Find  out  what  the  people  need  and  adapt  the  methods  of  the  up-to-date 
advertiser  in  the  business  world  to  cause  the  people  to  see  it  your  way. 
I  select  topics  (religious)  suggested  by'current  events,  such  as,  for  example, 
a  great  wreck  at  sea,  which  suggests  the  wreck  of  a  soul. 

Mr.  Edward  Crusselle  (layman) : 

Simply  studying  the  public  mind;  studying  the  wants  of  the  public  and 
endeavoring  to  supply  them  in  our  church. 

The  Rev.  J.  L.  Gardiner,  D.D.,  well  calls  attention  to  the  fact 
that  the  wording  of  the  pulpit  theme  is  very  important.  He  says : 

I  have  always  found  that  it  pays  to  study  the  wording  of  a  pulpit  theme. 
Put  it  in  the  most  attractive  form.  Put  it  in  a  form  that  will  incite  in- 
terest. 

Dr.  Banks  was  accustomed  to  spend  much  time  in  shaping 
and  reshaping  the  wording  of  his  sermon  theme.  The  right 
putting  will  itself  draw  people. 

Finally,  we  can  tell  whether  we  are  on  the  right  track  only 
by  testing  the  effect  of  our  advertising  on  people.  Various 
,  "schemes"  are  employed  by  commercial  institutions 

Uie  Effect  ^^  discover  whether  they  are  really  getting  results 
by  particular  advertising.  They  will,  for  example, 
put  the  address  with  the  added  note,  Room  10,  so  as  to  see 
how  many  see  a  particular  piece  of  "copy."  Three  of  the  re- 
plies put  emphasis  upon  the  particular  form  put  out. 

N.  W.  Stroup: 

We  studied  the  effect  of  using  special  music  which  had  been  well  ad- 
vertised, special  soloist,  or  the  effect  on  attendance  of  paid  advertising 
in  the  papers. 

E.  H.  Byington: 

Watching  the  effect  of  my  own  advertisements. 

FredK.  Gamble: 

I  study  the  place  that  gets  the  crowd. 

Here  are  some  valuable  words  from  advertising  experts: 
Mr.  Gardiner,  of  Fenton  &  Gardiner,  in  answering  a  question 
says: 

A  national  church  organization  might  well  maintain  a  national  adver- 
tising bureau,  from  which  help  could  be  readily  furnished  to  ministers  all 
ETTiprt  over  the  country.     One  series  of  advertisements  would  fit 

Advirft  ^^^   community — an   entirely   different   series    would   be   re- 

quired for  another  community.  But  all  the  communities 
of  the  country  would  be  embraced  in  a  dozen  classifications;  and  series  of 
advertisements  to  fit  each  classification  could  be  prepared  and  furnished 
in  ready-to-print  form. 


LEARNING  HOW  TO  ADVERTISE  93 

There  were  special  foundries  for  the  old  church  bells,  the  earlier  pub- 
licity method.  There  could  be  special  foundries  for  the  advertising  which 
is  to  take  their  place. 

Arthur  Brisbane,  the  noted  editor,  gives  "four  great  points 
in  advertising'*: 

First.  Your  advertisement  must  be  seen.  If  it  is  not  looked  at,  it  is 
lost.     Make   it    CONSPICUOUS. 

Second.  Your  advertisement  must  be  read.  If  it  is  not  read,  it  is 
wasted.     Make  it  SIMPLE. 

Third.  Your  advertisement  must  be  understood.  If  it  is  not  under- 
stood, it  is  again  wasted.     Make  it  PLAIN. 

Fourth.  PF^^r  YOU  WRITE  MUST  BE  BELIEVED.  The  power 
of  convincing  is  the  greatest  power.  He  who  can  make  others  believe, 
and  who  is  sincere  and  believes  himself,  first  of  all,  is  the  successful  man 
in  every  line. 

He  is  describing  that  put  out  for  the  business  house.  But 
it  exactly  and  concretely  defines  successful  church  publicity. 

Mr.  Louis  Wiley,  general  manager  of  the  New  York  Times, 
writes : 

The  church  should  avoid  sensational  forms  of  advertising — the  kind 
which  represents  noise,  but  no  real  substance. 

T.  B.  Spencer,  the  advertising  director  of  the  New  York  Sun, 
gives  this  advice: 

The  church  should  avoid  anything  of  the  spectacular.  Religion,  it 
seems  to  me,  is  a  sacred  thing,  which  must  be  dealt  with  in  a  clean,  intelli- 
gent way. 

Mr.  W.  R.  Hotchkin  discusses  the  subject  more  fully: 

Unquestionably,  the  best  method  of  reaching  the  attention  of  the  public 
is  through  the  newspapers.  This  is  the  most  dignified  method  and  gives 
the  possibility  of  the  strongest  argument.  Circular  advertising  is  the  next 
best  method,  but  I  have  never  seen  a  church  circular  written  and  prepared 
in  a  manner  that  would  be  influential  in  securing  attendance  at  church. 

Church  advertising  should  do  nothing  sensational;  nothing  that  should 
lead  any  reader  of  the  advertising  to  forget  for  a  moment  the  seriousness  of 
religion.  It  should  never  for  a  moment  use  as  an  attraction  anything  that 
was  not  above  criticism.  And,  above  all,  there  never  should  be  permitted 
the  plastering  on  billboards  and  walls  of  texts  and  phrases  which  would 
make  religion  seem  to  be  a  cold  or  unattractive  thing. 

I  have  seen  advertising  that  was  intended  for  newsboys  using  such  texts  as 
"Have  you  been  washed  in  the  blood  of  the  Lamb?"  A  phrase  that  is  un- 
questionably understood  only  by  a  theological  mind,  and  a  sentiment 
which  repels  because  it  makes  the  outsider  think  that  religion  can  appeal 
only  to  people  of  entirely  different  character  from  ordinary  human 
beings.  The  repellent,  unsympathetic,  dogmatic,  and  theological  things 
should  be  confined  to  meetings  of  the  church  membership.  It  is  useless 
in  trying  to  attract  the  attention  of  people  outside  of  the  church.     And 


94  CHURCH  PUBLICITY 

you  might  as  well  lock  your  church  doors  against  the  public  as  to  repel 
them  by  this  sort  of  advertising. 

Mr.  Herbert  N.  Casson,  in  his  book,  Ads  and  Sales,  says 
some  pertinent  things: 

The  object  of  the  advertiser  is  to  teach  the  buying  public  a  new  habit. 
Now,  a  habit  is  formed  by  something  that  you  have  seen  (1)  Recently, 
(^2)  Vividly,  (3)  Often.   (Page  69.) 

If  an  advertisement  is  to  be  a  success,  the  public  must  be  made  to 
(1)  Look,  (2)  Like,  (3)  Learn,  (4)  Buy.      (Page  77.) 

The  headline  should  not  consist  of  more  than  four  words,  for  the  reason 
that  the  human  eye  can  only  see  four  things  at  once,  which  fact  has  been 
ascertained  by  experiments  in  psychology.     (Page  78.) 

In  the  matter  of  colors  it  has  been  learned  by  psychologists  that  red 
attracts  most  eyes.     (Page  78.) 

Here  are  a  few  striking  headlines  quoted  by  Mr.  Casson : 

What  ARE  you  worth  from  the  neck  up? 

Step  out  of  the  dinner  pail  class. 

Let  us  raise  your  salary.     (Page  79.) 

While  the  Wright  Brothers  were  being  much  discussed  Gold  Dust  issued 
a  cut  showing  twins  riding  an  aeroplane  with  the  words  "Right  Brothers." 
(Page  80.) 

After  a  study  of  8,000  advertisements  from  weekly  and  monthly  adver- 
tisements I  find  that  the  faults  are  traceable  to  two  things,  laziness  (dashed 
off  without  study,  plan,  or  hard  work),  and  conceit  (written  to  please  the 
advertiser  himself).     (Page  91.) 

Here  are  big  figure  facts  that  strike  in: 

84,000  Ingersoll  watches,  the  capacity  of  the  testing  room  by  R.  H. 
IngersoU  &  Brothers. 

List  of  thirteen  Royal  users  of  the  Pianola. 

Photo  of  366-foot  chimney,  the  highest  in  America,  by  Eastman  Kodak 
Company. 

"100,000  of  its  stoves  now  in  use,"  says  Kalamazoo  Stove  Company. 

A  pair  of  shoes  made  every  second  by  Hamilton-Brown  Shoe  Company. 

(Page  101.) 

The  writer  has  recently  tried  this  plan  on  church  cards  very 
effectively;  for  example:  "100,000  people  have  entered  Grace 
church  doors  in  eight  months." 

Here  are  quoted  examples  of  the  best  slogans: 

"Don't  Travel,  Telephone." 

"A  Kalamazoo  Direct  to  You." 

"The  Watch  that  made  the  dollar  famous."     (Page  103.) 

One  advertisement  in  the  Saturday  Evening  Post  which  occupied 
two  pages  had  only  thirteen  words  in  it — Six  hundred  dollars  a  word! 
(Page    105.) 

A  timely  advertisement  appeared  when  the  American  fleet  went  round 
the  world.     It  showed  the  ships  passing  the  rock  of  Gibraltar  and  under- 


LEARNING  HOW  TO  ADVERTISE  95 

neath  the  words,   "The  Fleet  Protects  the  Nation;   Prudential  Life  In- 
surance Protects  the  Home."      (Page  106.) 

A  good  heart  throb  advertisement  is  that  of  Kellogg's  Toasted  Corn 
Flakes  showing  a  sweet-faced  girl  clasping  a  sheaf  of  corn  and  this  head- 
line "The  Sweetheart  of  the  Corn."      (Page  118.) 

Mr.  Casson  insists  that  the  power  of  the  cartoon  is  not  yet 
fully  recognized  in  advertising  circles. 

A  wasteful  form  of  advertising  is  distinguished  by  (1)  an  abundance  of 
matter  in  small  type,  (2)  white  type  on  a  black  surface,  (3)  an  obscuring 
of  the  lettering  to  secure  a  decorative  effect.  "Tiffany"  and  "Lord  & 
Taylor"  make  a  fad  of  small  and  obscure  type.      (Page  128.) 

The  following  sentences  illustrate  the  order  of  efficiency: 

First.  Buy  your  gloves  from  me.  Second.  These  gloves  are  the  best. 
Third.   Cut  down  your  glove  bill. 

The  ideal  advertisement  is  like  a  harpoon:  It  has  a  sharp  point.  It 
is  thrown  at  the  right  instant.  It  is  aimed  at  the  right  place.  It  hits. 
It  sticks.  It  pulls.  It  lands  the  thing  aimed  at.  At  the  least  cost,  and 
with  the  least  effort,  it  does  the  work.     That  is  eflBciency.     (Page  138.) 

It  is  almost  unnecessary  to  add  any  word  to  this 
Summary  fine  list  of  suggestions.  They  may  possibly  be 
summarized  as  follows: 

First.  Study  display  advertising.  Big  institutions  hire 
skilled  experts,  and  their  output  must  of  necessity  be  of  the 
highest  type.  They  purchase  large  space  and  hence  can  be 
watched  easily.  Billboards  are  compelled  to  make  quick  im- 
pressions, hence  the  wording  on  them  must  be  pertinent  and 
piercing.  Street  car  cards  are  talking  to  listless  people  and 
can  be  heard  only  when  they  reach  the  emotions  through  a 
strong  line  of  some  human  interest.  Trade  papers  are  read 
by  busy  men  who  hurriedly  glance  through  them  and  will  stop 
only  for  the  advertisements  which  stand  out  compellingly.  The 
magazines  are  so  cheap  that  they  are  merely  scanned  in  this 
day,  and  it  is  therefore  the  rare  expert  who  can  interest  us  in 
his  publicity.  There  is  probably  no  better  school  for  the 
minister  purposing  to  do  effective  advertising  than  these  large 
forms  of  display  work. 

Second.  He  should  gather  samples  from  all  sources.  Any 
kind  of  advertising  copy  wherever  found  belongs  to  him.  If 
it  is  dedicated  to  a  wrong  cause,  he  can  reconsecrate  it.  Special- 
ists will  be  flattered  if  he  seeks  their  cooperation,  since  he  ap- 
peals to  the  desire  which  is  in  every  man's  heart  to  use  his  tal- 
ents to  count  for  good.  I  believe  it  is  possible  in  every  city  to 
form   a  publicity  board  of  counselors  for  a  church  campaign. 


96  CHURCH  PUBLICITY 

Interest  in  the  church  may  be  thus  aroused  in  the  minds  of 
speciaUsts  by  this  kind  of  work.  They  will  certainly  lend  their 
best  powers  to  it.  Strange  to  say,  scores  of  advertising  special- 
ists are  the  sons  or  grandsons  of  ministers.  Something  about 
their  training  fitted  them  for  this  work. 

LEARNING  HOW  TO  ADVERTISE 

As  before  declared  there  are  few  books  of  actual  helpfulness 
for   church    advertising.      The  following,  however, 
Ad?ert?s'^     ^11  ^^^^  elements  of  merit  i^ 

ing  Advertising  as  a  Business  Force,  by  Professor  P.  T.  Chering- 

ton,  the  latest,  most  practical  and  complete  book  on  the  subject. 

Ads  and  Sales,  by  H.  N.  Casson. 

Advertiser's   Handbook,   International   Correspondence  Schools. 

Advertising  Data  Book,  by  John  Lee  Mahin. 

Analytical  Advertising,  by  William  A.  Shryer. 

Effective  Magazine  Advertising,  by  F.  Bellamy. 

Financial  Advertising,  by  E.  St.  Elmo  Lewis. 

How  to  Advertise  a  Retail  Store,  by  A,  E.  Edgar. 

Imagination  in  Business,  by  L.  F.  Deland. 

Influencing  Men  in  Business,  by  W^ alter  D.  Scott. 

Library  of  Advertising,  six  volumes,  by  A.  P.  Johnson. 

Modern  Advertising,  by  E.  E.  Calkins  and  R.  Holden. 

Poster  Advertising,  by  G.  H.  E.  Hawkins. 

Practical  Publicity,  by  Truman  A.  De  Weese. 

Principles  of  Practical  Publicity,  by  Truman  A.  De  Weese.        • 

Principles  of  Advertising,  arrangement  by  F.  A.  Parsons. 

Principles  of  Successful  Church  Advertising,  by  C.  Stelzle. 

Psychology  of  Advertisitig,  by  Walter  D.  Scott. 

Pushing  Your  Business,  by  T.  D.  MacGregor. 

Relative  Merits  of  Advertisements,  by  E.  K.  Strong. 

Retail  Advertising,  by  F.  Farrington. 

Science  of  Advertising,  by  Edwin  and  Thomas  Balmer. 

Specialty  Advertising,  The  New  Way  to  Build  Business,  by  Henry  S. 
Bunting. 

Theory  of  Advertising,  by  Walter  D.  Scott. 

Two  Thousand  Points  for  Financial  Advertising,  by  T.  D.  MacGregor. 

Typography  of  Advertisements,  by  F.  J.  Trezise. 

Printers'  Ink  and  Advertising  and  Selling  are  two  valuable 
periodicals  for  the  pupil  in  publicity. 

The  following  printers  are  specialists  in  church  printing: 

Joseph  E.  Bausman,  542  East  Girard  Avenue,  Philadelphia,  Pa. 

Woolverton  Printing   Company,   Osage,   la. 

Stephen  E.  Masten,  2628  Broadway,  New  York,  does  most  of  the 
writer's  card  printing,  while  the  A.  T.  De  la  Mare  Printing  Company, 
2  Duane  Street,  New  York,  does  the  "Announcer"  and  "Calendar"  work. 

1  Any  one  of  them  may  be  ordered  of  your  denominational  publishing  houae. 


LEARNING  HOW  TO  ADVERTISE  97 

Many  denominations  have  their  own  printing  houses  fully 
equipped  to  do  the  very  best  class  of  work. 

Third.  Read  the  newspaper  carefully.  The  headlines  cost 
much  thought.  A  gifted  and  trained  man  does  this  work. 
Many  folks  gather  the  whole  column  from  these  words.  Rarely 
fortunate  is  the  minister  who  has  had  a  training  as  a  reporter. 
He  will  know  how  to  get  the  news  in  his  head  to  the  heart  of 
the  people.  He  should  mingle  with  all  kinds  of  folks  and 
talk  with  them,  without  announcing  his  profession.  Men  who 
wear  a  garb  are  never  able  to  get  close  up  to  the  masses  who 
walk  on  the  street.  The  Rev.  Dr.  C.  H.  Walworth  of  Pough- 
keepsie,  N.  Y.,  trained  himself  into  rare  popularity  by  mingling 
with  all  he  met — field  hands,  shop  tailors  and  employees  of 
great  mills,  and  other  classes  of  people  while  they  did  not  sus- 
pect his  vocation,  and  so  gathering  sermon  material. 

It  is  well  for  the  minister  to  pay  a  clipping  bureau  to  furnish 
him  all  references  to  himself  in  the  daily  papers.    This  need 

not  feed  his  pride.  In  fact,  it  will  frequently  punc- 
Employ  a  ^^j.^  j^jg  boastfulness.  It  will,  however,  enable  him 
Bureau        ^^  ^^^  what  the  people  notice,  for  the  paper  always 

answers  the  popular  demand.  This  will  help  him  to 
discover  the  sermon  subjects  that  had  widest  circulation. 
No  one  ever  graduates  as  an  advertising  expert.  He  learns 
every  day;  so  will  it  be  with  the  clergyman. 

In  order  to  find  how  many  pastors  were  able  to  utilize  the  help 
of  laymen,  the  following  question  was  sent  out:     Have  you 

had  a  Cooperative  Publicity  Committee  of 
A  Public-  Laymen  ?  Many  of  the  pastors  answered  simply, 
Hdttee"^'    "No."     As  for  example:  Daniel   L.  Marsh,  A.   F. 

Ragatz,  U.  F.  Smiley,  Charles  M.  Sheldon,  N.  W. 
Stroup,  C.  H.  Woolston,  and  Thomas  J.  J.  Wright.  Fifty-six 
answered  that  they  did  not  have  a  Publicity  Committee,  while 
twenty-one  answered  "Yes."  Some  merely  said  "Yes,"  but  did 
not  define.  Some  had  an  apparently  independent  committee 
which  carried  on  the  publicity  work  of  the  church  without  the 
cooperation  of  the  pastor.     Here  are  answers: 

Sydney  Herbert  Cox: 

Yes,  six  men  and  three  young  women.  An  advertising  man  as 
chairman. 

J.    Stanley   Durkee: 

Yes.  Made  up  of  some  of  the  leading  advertising  experts  of  Brockton 
shoe  firms. 


98  CHURCH  PUBLICITY 

J.  F.  Shaw: 

Yes,  I  have,  especially  in  great  evangelistic  effort,  when  I  lay  almost 
the  entire  responsibility  upon  them. 

Others  seem  to  assign  the  committee  to  particular  tasks,  as 
for  example,  George  Rowland  Dodson: 

Yes,  this  committee  has  sermons  published  from  time  to  time  which 
are  widely  distributed.  Some  of  the  sermons  I  have  written  and  pub- 
lished in  religious  journals  are  widely  copied. 

The  Rev.  Leopold  A.  Nies  put  them  in  charge  of  the  church 
paper : 

Yes.  Five  laymen  who  publish  the  weekly  Herald,  three  laymen  who 
issue  calendar.     But  one  man,  I  have,  who  is  an  expert  in  advertising. 

The  Rev.  Henry  Edward  Rompel,  D.D.,  depends  upon  his 
committee  to  work  on  the  daily  papers: 

We  have  a  Publicity  Committee  which  keeps  the  papers  posted  on  the 
movements  of  the  pastor  and  the  church. 

The  Rev.  E.  H.  Byington,  D.D.,  says  concerning  the  employ- 
ment of  a  committee: 

Only  once.  For  me  it  pays  better  to  get  their  advice,  and  handle 
the  thing  myself.  It  should  be  left  to  others  only  when  they  are 
especially  adapted  to  it. 

The  Rev.  J.  Whitcomb  Brougher,  D.D.,  would  seem  to 
imply  that  he  left  the  matter  wholly  in  the  hands  of  his  com- 
mittee, but  one  who  measures  his  personality  will  understand 
that  he,  as  he  should,  directs  it.     He  very  emphatically  says: 

Always  have  an  Advertising  Committee  with  men  on  it  who  know 
how  to  advertise.  The  head  of  my  committee  is  the  head  of  the  biggest 
advertising  company  in  the  city.  Better  pay  a  professional  ad  writer  to 
handle  your  advertising  and  have  it  done  effectively,  if  you  cannot  get 
volunteer  service. 

The  Rev.  Worth  M.  Tippy,  D.D.,  very  frankly  owns  the 
difficulties  in  the  plan  of  having  an  independent  committee: 

Yes,  but  I  found  a  committee  in  the  way.  I  now  use  my  Executive 
Committee  in  general  policy,  and  publicity  men  in  particular  cases. 

The  Rev.  D.  E.  Weigle,  D.D.,  states  the  matter  as  it  should 
be: 

No,  I  do  this  myself,  for  I  am  conceited  enough  to  think  I  can  do  it  a 
little  better  than  they,  for  I  am  more  interested. 

I  will  have  a  press  agent  this  fall.      My  work  is  becoming  too  multiplied. 

Dr.  R.  S.  MacArthur's  plan  is  a  good  one: 

I  have  not,  but  I  have  frequently  consulted  with  experienced  men  on 
best  methods  of  advertising. 


LEARNING  HOW  TO  ADVERTISE  99 

The  Rev.  R.  B.  Guild,  D.D.,  seems  to  agree  with  him: 
Only  when  I  had  a  good  advertiser  in  the  congregation. 

There  may  be  cases  where  one  layman  is  peculiarly  gifted 
and  is  in  such  hearty  sympathy  with  the  spirit  of  the  min- 
ister that  he  could  do  the  work  as  Mr.  Edward  Crusselle, 
who  says: 

I  am  the  Publicity  Committee  of  my  church. 

The  condition  described  by  Rev.  Allen  A.  Stockdale,  D.D., 
is  ideal.     He  declares: 

No.  Not  that  they  were  conscious  of;  but  they  all  belong  to  that  com- 
mittee unconsciously. 

The  Rev.  S.  A.  Northrup,  D.D.,  put  the  case  bluntly  and 
yet  as  it  usually  must  be.     He  says: 

No,  sir.     I  manage  the  whole  business  myself. 

Most  ministers  must  look  after  the  matter  as  closely  even 
as  does  Dr.  Sanders,  who  writes: 

No.  I  am  printer  by  trade.  I  write  my  own  copy  and  frequently 
tell  the  printer  exactly  what  I  want,  even  to  buying  the  "cuts," 
arrangement   of   design   and   the   color  of  ink. 

Normally,  the  pastor  ought  to  secure  the  advice  and  co- 
operation of  every  possible  individual,  but  in  the  end  he  must 
keep  his  own  hand  upon  it,  for  he  can  best  estimate  its  power 
and  measure  the  goal  toward  which  he  is  working.  That, 
of  course,  is  not  an  infallible  rule.  If  there  is  a  Publicity 
Committee,  it  must  constantly  work  in  closest  sympathy 
with  the  pastor.  His  veto  ought  to  settle  most  matters  with- 
out a  protest.  Such  a  pastor  ought  to  be  willing  to  bear  the 
responsibility  of  putting  out  unusual  printed  matter,  as  well 
as  take  the  blame  for  rejecting  proposed  publicity  methods. 
Of  course,  if  the  minister  is  extreme  and  ill  balanced,  he  needs 
kindly  yet  firm  treatment.  If  he  is  overly  conservative,  then 
a  strong  course  of  intelligent  reasoning  and  patient  prodding 
will  bring  him  to  his  senses.  Careful  persistency  will  make  a 
good  publicist  out  of  a  potent  preacher. 


CHAPTER  VI 

The  Newspaper's  Cooperation  Secured 

Two  years  ago  it  was  the  writer's  privilege  to  ad- 
Ready  for  dress  the  New  England  Conference  at  Cambridge, 
Coopera-  Mass.,  on  the  subject  of  "  Church  Advertising." 
tion  Incidentally  in  the  address,  something  like  the  fol- 

lowing was  declared: 
It  is  a  great  mistake  for  clergymen  to  keep  aloof  from  newspaper  men 
and  to  refuse  to  be  interviewed.  Everybody  reads  the  newspapers,  and 
if  you  want  to  get  your  interest  before  the  public,  you  must  secure  the 
cooperation  of  this  important  agency.  They  will  always  treat  you  fairly 
if  you  give  them  reason  for  doing  so. 

This  statement  was  telegraphed  to  the  New  York  Times 
and  reproduced  on  the  front  page.  In  less  than  six  weeks,  a 
clipping  bureau  had  gathered  one  hundred  clippings  from  daily 
papers  all  over  the  United  States,  among  them  the  New  Or- 
leans Picayune;  the  Saint  Louis  Post  Dispatch;  Indianapolis 
News;  Ogden  (Utah)  Standard;  Waco  (Tex.)  Herald;  Oklahoma 
City  Times;  Tacoma  Ledger;  Oakland  (Cal.)  Tribune.  All  sec- 
tions and  sizes  of  towns  were  represented.  Without  exception 
the  papers  were  pleased  with  the  statement  and  expressed 
their  glad  willingness  to  form  a  closer  partnership.  A  few 
declared  that  the  relation  was  intimate  already.  Most  of 
them,  however,  realized  that  there  did  not  exist  the  sympathy 
between  the  preacher  and  the  daily  paper  that  should  be  en- 
forced. The  Men  and  Religion  questionnaire  disclosed  the 
fact  that  103  of  124  newspaper  men  who  replied  declared  that 
they  would  welcome  a  conference  of  newspaper  men  and  church 
leaders,  locally. 

The  newspaper  has  led  in  many  reforms,  and  when  such 
are  under  way  the  pastor  ought  to  be  very  prompt  in  cooper- 
ating. 

As  Mr.  Schermerhorn,  the  owner  of  the  Detroit  Times,  says 
in  a  personal  letter: 

Wide-awake  clergymen  should  lose  no  time  in  joining  forces  with  the 
publisher  when  he  is  going  after  some  social  or  political  evil  that  is  un- 

100 


NEWSPAPER'S  COOPERATION  SECURED    101 

mistakably  vicious.  They  should  align  themselves  promptly  on  the 
patriotic  and  wholesome  side  where  a  clear-cut  issue  is  presented  by  an 
unafraid  press.  Let  the  preacher  commend  in  his  sermon  whatever  the 
newspaper  has  tried  to  do  for  civic  betterment  on  Saturday.  Newspaper 
columns  that  are  closed  tight  against  theology  generally  find  room  for 
pulpit  discussion  of  civic  or  social  ills,  especially  if  the  deliverances  run 
parallel  with  their  own  policies. 

When  the  racing  interests  were  determined  to  restore  that 
iniquitous  sport  in  New  York  State  during  Gover- 
Appreciate  nor  Dix's  administration,  one  newspaper  in  New 
Recogni-  York  city  made  a  vigorous,  persistent,  and  coura- 
tion  geous  fight  against   it.     The  writer  called  on   the 

owner  near  the  end  of  the  fight,  which  was  won. 
He  remarked: 

I  was  glad  to  get  your  letter  the  other  day  commending  the  position 
of  our  paper  in  its  fight  against  the  restoration  of  racing.  It  may  interest 
you  to  know  that  not  a  single  other  minister  wrote  me,  nor  did  I  get  much 
strength  from  the  moral  interests  of  this  city. 

That  declaration  ought  never  to  be  possible.  The  minister 
often  urges  his  members  to  write  a  criticizing  note  to  legislators 
and  papers.  Would  it  not  be  wise  and  Christian  for  him  to 
urge  them  to  commend  good  things  that  appear  in  the  dailies.^ 
The  Union  Place  Methodist  Church  in  Union  Hill,  N.  J.,  did 
a  tactful  and  fair  thing  by  inserting  the  following  notice  in  its 
Sunday  bulletin: 

A  Recognition.  This  church  is  indebted  to  the  management  of  the 
Hudson  Dispatch  for  their  continuous  generosity  in  devoting  space  to  the 
events  of  our  church  societies.  And  their  handling  of  our  Mock  Trial 
was  especially  fine.     Did  you  see  the  paper  on  Friday  morning? 

The  Evening  Globe  so  persistently  followed  the  loan  sharks 
in  New  York  city  that  the  Legislature  was  compelled  to  pass 
a  law  and  they  were  stopped  from  their  blood- 
Reforms  leaching  methods.  When  Jacob  A.  Riis  started 
his  campaign  for  playgrounds  on  the  East  Side  he 
was  a  newspaper  reporter.  He  was  able  to  secure  the  cooper- 
ation of  the  daily  papers,  and  by  patient  publicity,  clothing 
facts  in  human  interest  stories,  Mr.  Riis  won  his  fight  for 
playgrounds,  and  received  the  title  from  Theodore  Roose- 
velt, "The  most  useful  citizen  of  New  York." 

Mr.  Tennant,  the  managing  editor  of  the  Evening  World, 
told  the  writer  of  an  experience  he  had  while  the  elder  Mr. 
Pulitzer,  the  owner  of  the  paper,  was  alive.  He  had  managed 
a  campaign  against  a  railroad  and  its  coal  property.     When 


102  CHURCH  PUBLICITY 

success  was  crowning  his  efforts  he  met  Mr.  Pulitzer  one  day, 
who  smilingly  said,  "Did  you  know  that  I  have  many  thous- 
ands of  dollars  stock  in  the  company  you  are  so  vigorously 
fighting?"  Mr.  Tennant  at  first  feared  he  would  be  con- 
demned for  his  fight,  but  Mr.  Pulitzer  immediately  said, "You 
are  right,  and  I  am  perfectly  willing  to  lose  the  money  as  long 
as  that  is  so." 

It  is  not  true  that  all  newspapers  are  selfish.  Unfortunately, 
many  of  them  are  primarily  after  the  dollar;  but,  thanks  to 
the  church  and  its  gospel,  the  day  is  coming  in  when  even  com- 
merce is  recognizing  that  honesty  is  the  best  policy,  and  that 
godliness  is  profitable  for  all  things.  The  newspaper  now  is 
beginning  to  find  that  it  will  pay  financially  if  it  renders 
largest  service  to  the  community  along  righteous  lines. 

Two  or  three  New  York  dailies  will  not  print  church  news  in 
their  columns  unless  the  church  carries  a  stereotyped  ad  in  the 
section  devoted  to  that  purpose,  but  their  number 
Advertis-  jg  gradually  decreasing.  Most  of  the  dailies  are 
ing  §1^^  t^  secure  real  news  and  print  it  as  they  will 

Notices  any  other  kind.  Nevertheless  it  is  interesting  to 
note  what  Mr.  Gardiner,  the  advertising  expert,  says : 

What  has  taken  the  place  of  the  old  church  bell  as  the  chief  advertise- 
ment of  the  church?  The  newspaper,  with  a  few  columns  devoted  to 
"Church  Notices."  Church  notices,  all  written  by  the  same  reportorial 
hand,  in  which  an  attempt  is  made  to  give  no  individual  church  an 
advantage  in  publicity  over  any  other  church.  This  has  done  some  good, 
in  a  perfunctory  way,  because  any  publicity  must  accomplish  something. 
Being  purposely  colorless,  these  religious  notices  have  lacked  utterly 
human  interest.  Their  chief  usefulness  has  been  that  of  a  church  direct- 
ory for  those  whose  purpose  to  attend  services  was  already  formed. 

In  addition  to  this  fact,  the  church  has  in  the  past  suffered 
much  from  the  "  cub "  reporter.  He  has  known  nothing 
about  the  church  or  religion.  He  has  garbled  the  news 
badly.  He  has  frequently  imagined  that  it  was  a  mark  of 
unique  ability  to  play  the  facts  up  in  big,  bald  style.  When 
the  church  spends  more  money  for  paid  advertising,  and  comes 
into  closer  contact  with  the  paper,  and  furnishes  worth  while 
news,  it  can  begin  to  command  better  reporters.  The  New 
York  Mail,  for  example,  has  an  earnest  Christian  man  who 
gives  himself  wholly  to  the  gathering  of  church  news  and  shapes 
it  up  with  a  sympathetic  spirit  and  hand.  This  is  also  true 
of  the  Evening  Post,  and  it  is  becoming  increasingly  true  of  the 
Evening  Sun  and  the    Tribune  and  the  Press.      The  Brook- 


NEWSPAPER'S  COOPERATION  SECURED    103 

lyn  Eagle  has  always  stood  out  as  specializing  in  this  depart- 
ment. The  Philadelphia  North  American  has  been  following 
up  the  paid  advertisements  purchased  by  a  committee  of  lay- 
men with  splendid  two-column  editorials. 

The  Rev.  Charles  B.  Allen,  the  district  superintendent 
of  the  Methodist  Episcopal  Church  in  Detroit,  has  organized 
the  churches  of  that  denomination  into  a  solid 
AsSened  ^^^^  ^^^  publicity.  A  young  minister  with  the 
to  Write  ^i^t  of  preparing  "  copy  "  in  newspaper  style  was 
selected  to  edit  the  church  news  before  it  was  sent 
to  the  dailies.  The  papers  were  delighted  and  published  most 
of  it  literally.     Dr.  Allen  writes : 

Laymen  were  much  pleased  with  the  results,  and  although  nothing 
more  was  happening  than  always  was  happening  in  Detroit,  it  began  to 
get  the  attention  of  the  people  in  a  way  to  fasten  their  attention.  My 
opinion  is  that  it  would  pay  us  to  secure  for  Detroit  the  entire  time  of  a 
man  like  the  Rev.  Mr.  Marsh  and  pay  him  his  salary  to  keep  advertising 
and  church  matters  properly  before  the  general  public. 

E.  R.  Rice,  the  secretary  of  the  great  Vaughn  Class,  of  the 
Calvary    Baptist    Church    in   Washington,   D.  C, 
Sunday       writes : 

ocnool  To-day  the  class  has  a  press  agent  whose   business   it  is  to 

P   hf*   *  t       ^^*  ^^  opportunity  escape  of  getting  before  the  public.     W. 
irUDilClSt       -^    Greene  is  our  press   representative  and  one  of  the  best 
reporters  in  the  city.     He  makes  his  news   interesting  read- 
ing, consequently  the  papers  are  willing  to  accept  it. 

The  day  is  coming  when  the  church  can  demand  better  space 
and  a  more  sympathetic  treatment.  It  has  already  begun, 
one  hundred  and  one  of  the  one  hundred  and  thirty-three 
papers  answering  a  question  declare  that  they  run  more  re- 
ligious copy  than  formerly. 

Some  ministers  are  very  prompt  to  criticize  and  condemn 

daily  papers.     They  have  insisted  that  it  was  due  to  an  innate 

and  fixed  unfriendliness.     In  order  to  discover  how 

Ill^fu^^^  ^^^  ^^^^  feeling  extended,  a  question  was  sent  out  as 

follows:    Why,  in  your  judgment,  do  the  daily 

papers  appear  so  unfriendly  to  the  churches  ? 

Most  of  the  replies  took  the  matter  up  in  full,  and  by  far  the 
largest  majority  insisted  that  the  paper  was  friendly,  or  else 
when  unfriendly  it  was  due  more  to  the  attitude,  careless- 
ness, or  incompetency  of  the  minister.  Only  a  few  can  be 
quoted,  but  they  will  evidence  the  attitude  of  the  rest.  Some 
hold  that  the  minister  is  too  ready  to  condemn  the  daily  papers. 


104  CHURCH  rUBLICITY 

Milo  Atkinson: 

Sometimes  preachers  condemn  without  knowing  all  the  facts,  and  thus 
get  the  ill  will  of  the  papers. 

B.  A.  Bowers: 

The  pulpit  has  in  too  many  cases  blown  the  paper  up. 

L.  M.  Zimmerman: 

Churches  too  often  nag  the  papers,  and  do  little  to  encourage  and  help 
the  press. 

A  few  from  different  standpoints  conclude  that  when  it  does 
exist  it  is  due  to  the  commercial  spirit  of  the  day  which  re- 
quires, first  of  all,  that  the  newspapers  shall  make  money 
and  that,  therefore,  free  notices  must  in  one  way  or  another 
help  the  advertiser. 

E.  Howard  Brown: 

Fear  of  financial  loss  from  liquor  interests  and  worldly  business  men; 
lack  of  Christian  experience. 

Orien  W.  Fifer: 

As  a  rule  churches  represent  hostility  to  certain  lines  of  business  which 
advertise  well.  Lately  such  advertisements  are  refused  space  in  best 
newspaper. 

Thomas  S.  Brock: 

My  experience  has  been  that  they  are  not  unfriendly  if  you  have  the 
money  to  pay  the  regular  rates.  They  are  commercial  and  want  full 
rates.     They  forget  that  the  church  is  .a  public  institution. 

M.  H.  Lichliter: 

Because  the  ministers  fail  to  get  into  friendly  personal  relations  with 
reporters  and  editors. 

Mr.  H.  M.  Blossom: 

They  don't — except  as  they  are  "bored"  for  free  ads. 

The  Rev.  Charles  A.  Eaton,  D.D.,  who  was  himself  a  news- 
paper man,  and  has  always  been  very  friendly  with  them,  puts 
his  finger  on  the  real  and  deep  cause  where  an  apparent  un- 
friendliness exists.     He  says: 

Because  they  stand  for  complete  secularity  of  life. 

Some  editors  imagine  that  religion  is  a  sort  of  artificial  thing 
that  does  not  have  to  do  with  the  everyday  life.  They  hold 
that  the  nespaper  is  to  be  a  history  of  the  happenings  of  the 
Now.  We  must  demonstrate  how  thoroughly  religion  enters 
into  the  sorrows  and  joys  of  home  life  and  the  work  day, 
the  business  dealings  and  the  pleasure  plans  of  common  man- 
kind.    Out  of  this  grow  the  other  reasons  given. 


NEWSPAPER'S  COOPERATION  SECURED    105 

W.  H.  Christ: 

Because   they   think   very   few   are   interested   in   church  projects. 

Sydney  Herbert  Cox: 

Because  the  average  minister  demands  space  often  for  pink  teas,  which 
are  not  news.  The  average  editor  confuses  religion  with  sectarianism  or 
theology,  or  both. 

M.  A.  Matthews: 

Because  ministers  do  not  know  how  to  prepare  manuscripts,  truthful 
church  notices,  and  other  matters  for  the  papers. 

Many  of  the  difficulties  could  be  removed,  however,  if  the 
ministers  would  thoroughly  cultivate  the  newspaper  in  a  hum- 
ble yet  not  cringing  way,  but  with  the  recognition  that  the 
editor  may  be  serving  God  and  man  as  certainly  as  the  min- 
ister.    These  men,  therefore,  are  not  far  amiss. 

E.  W.  Hart  (Philadelphia) : 

Pastors  and  churches  are  about  as  unfriendly  in  attitude  to  the 
newspapers  as  the  newspapers  are  to  them.  Seldom  do  the  editors  receive 
any    commendation    for    publishing  church  news. 

J.  Whitcomb  Brougher: 

Because  the  preachers  and  churches  do  not  keep  on  friendly  terms 
with  the  editors  and  reporters. 

G.  H.  Combs: 

I  hardly  think  it  is  "unfriendliness" — rather  indifference  and  a  failure 
to  recognize  any  news  value  in  religious  happenings. 

S.  A.  Northrup: 

Because  pastors  do  not  appreciate  and  pay  attention  to  reporters  who 
call  upon  them  for  data  and  facts  about  church  work  and  sermons. 

J.  F.  Shaw: 

The  preacher  should  make  a  special  call  now  and  then  on  the  editor 
when  he  has  no  church  news  to  be  inserted. 

D.  E.  Weigle: 

Most  ministers  are  too  independent  and  think  the  papers  owe  them 
notice.     The  right  kind  of  a  preacher  gets  more  notice  than  he  wants, 

A  number  suggested  that  unfriendliness  was  caused  by  Roman 
Catholic  influence.  The  writer  has  met  this  objection,  and 
Newspa-  ^^^^  has  noticed  for  years  that  Roman  Catholic  news 
pers  and  is  prominent  in  every  daily  paper  in  the  land.  Hence 
Roman  a  question  asked  the  ministers  was :  Why  do  Ro- 
Cathoii-  jjja^n  Catholics  secure  so  much  favorable  at- 
^^^^  tention  in  dailies? 

A  great  many  exaggerated  statements  are  made  as  to  the 
reason  for  this  situation.     Some  declare  that  Roman  Catholics 


106  CHURCH  PUBLICITY 

own  most  of  the  daily  papers.  Others  insist  that  this  is  not 
so.  One  is  positive  that  they  have  bought  up  the  Associated 
Press.  The  manager  of  this  organization,  Melville  W.  Stone, 
happens  to  be  the  son  of  a  Methodist  minister,  and  he  him- 
self is  not  ashamed  to  be  affiliated  with  the  church.  Two 
or  three  charge  that  the  papers  are  either  manned  by  Catho- 
lics or  by  skeptics.     That  is  not  true  in  New  York  city. 

The  writer  knows  personally  six  of  the  managing  editors 
of  great  dailies  in  the  city,  and  all  of  them  are  Christian  men 
and  members  of  the  church.  A  large  number  of  newspaper 
men  are  sons  of  ministers  who  are  worthy  of  their  fathers.  Tal- 
cott  Williams,  the  head  of  the  Pulitzer  School  of  Journalism, 
is  a  very  devout  man  who  speaks  freely  and  regularly  on  reli- 
gious subjects.     These  men  are  all  Protestants  too. 

Let  us  look  closely  at  some  of  the  reasons  given.  A  good  one 
that  comes  close  to  the  real  facts  is  pointed  out  by  the  following: 

Charles  A.  Eaton: 

Because  they  are  a  political  and  financial  force.  They  are  Catholics 
first  every  day. 

Sydney  Herbert  Cox: 

Because  Roman  Catholic  mechanics  dominate  the  press  rooms  and 
editorial  staffs.     Where  this  is  not  so  the  men  are  skeptical  and  indifferent. 

D.  E.  Weigle: 

Catholics  are  more  loyal  to  the  church. 

This  easily  leads  to  the  other  fact,  that  the  church  is  a  very 
compact  organization  and  its  members  stick  together: 

J.  Whitcomb  Brougher: 

They  stick  together  and  are  recognized  as  a  powerful  influence  in 
the  commu-nity. 

Orien  W.  Fifer: 

Their  swift  and  solid  political  action,  their  constant  attention  to  all 
forms  of  publicity,  and  the  secret  method  of  their  determined  action. 

George  W.  Owen: 

Partly  because  they  represent  a  large  constituency. 

A.  B.  Taylor: 

Because  of  the  Roman  Catholic  reading  constituency,  who  hang  to- 
gether better  than  the  Protestant  readers. 

J.  F.  Shaw: 

Because  they  are  in  politics,  and  most  newspapers  are  in  the  same 
business. 

They   know,    too,    how   to   value   the   power   of  influence. 


NEWSPAPER'S  COOPERATION  SECURED    107 
M.  H.  Lichliter: 

Usually  are  in  close  touch  with  the  business  management  of  the  great 
dailies. 

F.  R.  Leach: 

They  get  in  touch  with  the  editors  more  than  the  Protestant  minister. 

Leopold  A.  Nies: 

Often  through  their  advertisers.  Then,  too,  they  make  a  row  when 
things  of  note  do  not  appear. 

Because  of  their  high  estimate  of  the  newspaper,  they  are 
careful  to  uncover  news  and  prepare  it  in  the  best  possible 
way.  It  is  interesting  therefore  to  read  replies  of  the  fol- 
lowing, who  come  both  from  little  towns  and  cities : 

E.  W.  Hart  (Philadelphia) : 

They  cultivate  editors  and  reporters,  and  are  careful  to  prepare  full 
accounts  of  their  affairs,  saving  reporters  and  editors  time,  and  insuring 
accuracy. 

A.  C.  Hacke: 

My  personal  opinion  is  that  it  is  part  of  their  propaganda. 

M.  A.  Matthews: 

Because  they  have  press  agents  and  use  blackmailing  methods. 

A.  F.  Ragatz: 

Catholic  announcements  are  so  full  of  the  "out  of  the  common"  that 
the  reports  make  good  reading. 

Allen  A.  Stockdale : 

Their  methods  are  more  newsy  than  so  many  dead  Protestant  churches. 

Because  of  the  pessimism  manifested  in  some  quarters  con- 
cerning the  cooperation  of  the  daily  paper,  this 
Do  News-  question  was  asked  the  pastors:  Have  you  had 
He?p?  ^^  experience  where  the  daily  paper  cooperated 
in  a  religious  or  moral  campaign? 

Very  few  took  the  negative  attitude.  Some  did  declare  that 
when  the  fight  was  against  the  liquor  forces  the  advertisers 
compelled  the  paper  to  take  a  negative  attitude.  It  is  often 
true  that  the  financial  interests  want  to  keep  a  town  "wide 
open,"  and  will  frequently  compel  the  owner  of  the  paper  to 
lie  down  when  a  moral  fight  is  on  to  close  up  the  bad  insti- 
tutions in  the  town. 

Some  very  encouraging  replies,  however,  were  received. 
Very  many  of  the  ministers  had  experiences  where  cooperation 
came  through  united  revival  effort.  Here  are  some  specifi- 
cations: 


108  CHURCH  PUBLICITY 

W.  E.  Biederwolf: 

In  Piqua,  O.,  the  Piqua  Daily  Call  devoted  one  and  two  and  sometimes 
three  pages  daily  to  the  meetings  in  progress,  and  on  Mondays  four  pages, 
and  on  one  occasion  asked  me  to  edit  the  paper,  which  I  did.  The  same 
was  done  in  Lorain  and  Akron,  O.,  and  elsewhere. 

Fred  K.  Gamble: 

Large  space  for  sermons  and  items  of  interest  in  revival  campaign. 
Prohibition  campaign  in  Maine  helped  by  many  papers. 

William  H.Phelps: 

Papers  did  great  work  in  our  three  union  revival  campaigns.  One 
had  a  special  reporter  at  work. 

Allen  A.  Stockdale: 

Yes,  in  the  Men  and  Religion  Forward  Movement.  Press  did  splendid 
work. 

Robert  Watson: 

Gave  us  good  cooperation  in  Sam  Jones  and  Gipsy  Smith  evangelistic 
campaign  and  in  "The  World  in  Cincinnati." 

Others  secured  help  for  social  service  campaigns  and  efforts 
to  improve  conditions: 

Clarence  O.  Kimball: 

Yes.  In  Spokane  we  never  could  have  won  our  great  fights  for 
Sunday  closing,  for  various  municipal  reforms,  and  for  philanthropic 
movements  without  the  cooperation  of  the  Spokesman-Review  and 
Chronicle.  Nor  could  we  have  secured  commission  form  of  government 
in  Walla  Walla,  thus  overthrowing  the  ancient  whisky  ring,  without  the 
help  of  the  Evening    Bulletin. 

A.  W.  Leonard: 

Yes,  the  Post-Intelligencer  of  this  city  cooperated  with  the  church 
forces  two  years  ago  in  an  effort  to  do  away  with  the  red-light  district. 

R.  S.  MacArthur: 

Yes,  I  have  cooperated  with  the  New  York  Tribune  and  other  New 
York  papers  on  the  moral  side  of  political  questions. 

S.  A.  Northrup: 

The  Kansas  City  Star  aided  me  and  a  Catholic  Bishop  in  closing  a 
Sunday  theater  which  was  ruining  boys  and  young  men. 

C.  H.  Woolston: 

The  Philadelphia  North  American  writes  items  for  the  ministers  against 
rum  and  bad  government. 

George  Rowland  Dodson: 

I  have  asked,  and  received  in  some  measure,  the  cooperation  of  the 
Saint  Louis  press  in  promoting  the  work  of  the  Saint  Louis  Society  of 
Social  Hygiene,  of  which  I  am  president. 

The  Protestant  Church  has  yet  to  learn  what  it  can  accom- 


NEWSPAPER'S  COOPERATION  SECURED    109 

plish  through  the  daily  papers  when  it  unitedly  demands  certain 
things.  Nothing  is  so  susceptible  to  public  opinion  as  the  daily 
paper.  It  is  not  to  be  wondered  at  that  a  number  of  pastors 
write  that  the  paper  that  was  a  'Vet"  sheet  in  the  town  before 
local  option  banished  the  saloons  afterward  became  a  "  dry  " 
sheet.     Dr.  Fifer  declares: 

Union  labor  papers  became  more  careful  in  general  criticism  as  a  result 
of  personal  interviews.  In  a  country  town  papers  came  to  church  support 
quickly. 

Convinced  that  friendliness  would  secure  cooperation,  another 

question  which  brought  remarkably  practical  replies 

Securing     f^.^^  ^j^^  pastors   was:     What  methods   have 

Friendship  y^u   employed   to   secure    the   friendship  of 

local  paper  authorities? 

Almost  every  answer  out  of  the  seventy-five  received  has  a 
good  suggestion  in  it.  It  will  not  be  necessary,  however,  to 
mark  out  the  replies,  since  they  are  so  absolutely  clear  that 
anyone  can  see  the  point  quickly.  The  writer  has  made  a 
careful  study  of  newspaper  men.  He  graduated  from  a  city 
editor's  desk  into  the  ministry.  Many  friends  are  in  charge  of 
newspapers  or  doing  reportorial  work.  At  no  time  has  he  been 
mistreated  or  refused  any  kind  of  fair  cooperation.  The  most 
human  people  on  earth  are  those  who  work  on  daily  papers. 
In  fact,  if  they  did  not  keep  their  humanity  near  the  surface 
they  could  not  catch  the  drift  of  things  and  so  get  the  news 
which  the  people  wanted  and  also  be  able  to  pump  it  out  of 
folks  who  had  it.  A  preacher  must  be  immensely  human  if 
he  is  able  to  fulfill  his  mission.  Consequently,  there  ought  to  be 
the  warmest  possible  sympathy  between  these  two  classes  of 
people.  It  is  exceedingly  wise  to  cultivate  the  reporters  and 
become  their  genuine  friends.  Hence  these  replies  are  signifi- 
cant: 

Andrew  Gillies: 

Personal  touch  with  the  newspaper  men  and  cheerful  assistance  when- 
ever I  can  render  it. 

F.  W.  Hart: 

I  furnish  them  travel  .articles  free. 

W.  H.  Christ: 

Patronizing  them  with  church  printing. 

A.  C.  Hacke: 

Furnish  them  items  of  church  news  when  I  have  them. 


110  CHURCH  PUBLICITY 

Horace  L.  Jacobs: 

Report  often  what  I  observe  about  the  city,  and  many  personals. 

J.  W.  Lee: 

Always  frank  with  them.  Putting  them  on  the  trail  of  any  kind  of 
news.     Sometimes  thanking  them  in  public. 

Orien  W.  Fifer: 

By  telling  frankly  all  I  know,  then  asking  the  withholding  of  any  portion 
apt  to  cause  embarrassment  by  premature  publicity. 

S.  A.  Northrup: 

Never  turn  down  a  reporter  night  or  day  or  even  at  two  o'clock  in  the 
morning;  if  a  pastor  is  in  possession  of  any  facts  or  data  of  general  interest, 
call  up  some  reporter  and  give  them  to  him;  take  pains  to  aid  him  to  get 
any  news  of  public  concern. 

William  H.  Phelps: 

Send  in  occasional  good  "finds"   which  they  might  appreciate  or  use. 

But  we  must  under  no  circumstances  fawn  and  gush.  They 
quickly  sense  an  insincere  attitude.  They  cannot  be  easily 
"worked."  The  splendid  set  of  replies  which  follows  emphasizes 
the  proper  attitude  one  should  take  for  genuine  and  mutually 
helpful  cooperation: 

GeorgeW.  C.Hill: 

Have  asked  only  for  what  the  church  has  a  right  to  expect  as  a  proper 
and  necessary  institution  of  the  community. 

G.  H.  Combs: 

Personally  I  treat  newspaper  men  as  I  do  all  others,  and  never  for  a 
moment  place  myself  in  the  attitude  of  a  prospective  viewpoint  of  news- 
paper notice  and  comment. 

M.  A.  Matthews: 

Treat  them  fairly,  honestly,  fearlessly,  and  sympathetically. 

Daniel  L.  Marsh: 

I  am  always  a  friend  to  them — and  I  am  a  man. 

Allen  A.  Stockdale: 

I  have  always  played  a  fair  game  and  have  remembered  that  all  were 
men. 

J.  Whitcomb  Brougher: 

Never  get  mad  at  any  misrepresentations  or  mistakes  that  appear 
in  the  paper  about  me  and  my  church. 

Clarence  O.  Kimball: 

I  always  know  personally  the  editor-in-chief,  and  learn  what  is  the 
power  behind  the  throne — back  of  him. 

W.  E.  Biederwolf: 

I  always  make  a  friendly  call  on  the  editor  soon  after  entering  a  city. 


NEWSPAPER'S  COOPERATION  SECURED    111 

I  ask  him  to  introduce  me  to  his  manager  and  city  editor,  etc.  I  see  that 
he  gets  a  good  share  of  our  paid  advertising.  I  thank  him  in  the  public 
meeting. 

M.  H.  Lichliter: 

Friendly  conferences  with  representatives  of  the  press.  Luncheons 
with  editors.  Whenever  possible  give  a  good  outside  "story"  to  the 
reporters. 

D.  E.  Weigle: 

I  carry  my  notices  to  these  men,  and,  calling  every  week,  they  know 
me  well.  I  could  not  do  this  without  the  use  of  an  automobile;  thus  I 
do  it  in  a  hurry — and  it  pays. 

Sydney  Herbert  Cox: 

In  difficulties  go  direct  to  the  city  editors  and  chief  authorities. 

Newspaper  men  are  absolutely  trustworthy  if  put  on  their 
mettle  and  honor.  It  is  best  to  be  perfectly  frank  with  them, 
telling  them  all  the  facts  and  then  notifying  them  what  they  can 
use  and  what  not  to  give  to  the  public.  In  this  way  they 
can  get  the  atmosphere  of  a  story  and  easily  leave  out  things 
which  must  not  be  told.  We  must  be  glad  to  freely  give 
interviews  whenever  requested.  A  minister  ought  never  to  be 
too  busy  to  see  a  newspaper  man,  and  at  no  time  should  he 
turn  down  a  request  for  an  article  if  it  is  possible  for  him  to 
accede  to  it. 

Another  question  propounded  to  the  ministers  was:  Have 
you  been  mistreated  by  garbled  or  maliciously  written 

newspaper  reports? 
M'^\  t  Seventy-seven  replied.     Thirty-six,  with  various 

ments  *"    kinds  of  explanations,  said  "Yes,"  while  forty-one, 
without   equivocation,    said    "No."     The  answers, 
when  beyond  a  mere  yes  or  no,  are  very  varied  so  that  they 
cannot  even  be  classified. 

The  Rev.  W.  E.  Biederwolf,  when  it  did  occur,  felt  sure  it 
was  traceable  to  evil  spirits.     He  says: 

Many  times,  deliberately  lied  about,  etc.,  but  never  by  a  reputable 
paper  or  by  an  editor  of  much  character.  Sometimes  the  editor  of  a 
strong  paper  has  the  spirit  of  the  devil  in  him. 

Others,  like  Dr.  MacArthur,  hold  that  it  comes  to  a  public 
man: 

Yes,  frequently;  every  man  in  public  life  is  often  misrepresented,  and 
politicians  as  frequently  as  ministers. 

But  newspapers  are  fair  and  ready  to  correct  it: 


112  CHURCH  PUBLICITY 

J.  Whitcomb  Brougher: 

Yes,  but  a  friendly  visit  to  the  editor's  office  and  the  placing  of  a 
big  display  ad  the  next  week  in  his  paper  will  change  all  that. 

Sydney  Herbert  Cox: 

Very  rarely;  always  got  courteous  adjustment  by  going  courteously 
after  it;  not  going  as  an  outraged  dignitary,  etc. 

It  is  seldom  malicious  but  is,  as  a  rule,  traceable  to  inex- 
perienced reporters: 

Orien  W.  Fifer: 

Accounts  garbled  by  inexperienced  reporters  not  familiar  with  church 
methods,  vocabulary. 

S.  A.  Northrup: 

Never;  I  run  off  two  hundred  or  six  hundred  words  on  my  typewriter 
(if  requested  to  report  sermon  or  address),  then  no  misrepresented  reports 
are  possible. 

Many  agree  with  the  writer  that  real  and  malicious  mis- 
representation rarely,  if  ever,  occurs.     Hence: 

Allen  A.  Stockdale: 

Only  once  in  five  years,  in  Boston,  and  I  am  in  the  papers  as  much  as 
any  other  minister. 

Henry  Edward  Rompel : 

Only  twice  that  I  know  of,  and  then  they  were  ready  to  correct  if  I 
said  so. 

Often  no  deeper  than  the  headline,  says  Dr.  Lichliter: 

Seriously  at  times  not  by  the  reporter  but  by  the  headliner,  who  failed 
to  catch  the  significance  of  the  news  matter.     Frequently  misrepresented. 

Many  imagine  that  church  news  is  not  acceptable.     The 

real  truth,  as  before  hinted,  is  that  much  of  it  is  not  put  up  in  a 

newsy  form,  or  is  of  little  consequence.     One  other 

Real  News  inquiry  which  the  clergymen   answered  was :     Have 

AccSted    yo^  found  it  difficult  to  get  real  church  news 

into  the  papers? 

Of  the  seventy-eight  who  answered  only  eight  said  it  was 
difficult,  while  seventy  insisted  that  it  wasn't.  Dr.  Kimball 
says: 

Never.     They  want  it.     News  is  their  business.     But  it  must  be  NEWS. 

Dr.  Stroup  says: 

No;  but,  on  the  other  hand,  find  that  our  best  papers  are  glad  to  get  an 
account  of  things  that  are  really  being  done. 

Of  course  we  may  differ  with  the  authorities,  as  Dr.  Ward 
suggests: 


NEWSPAPER'S  COOPERATION  SECURED    113 

Not  "real  news"  in  the  strict  sense.  Of  course  the  editor  and  I  do  not 
always  agree  on  this  point. 

Poorly  prepared  copy  often  shuts  it  out,  as  Mr.  Spencer 
of  the  Hartford  First  Baptist  Church  says : 

A  hurriedly  written  scrawl,  in  badly  written  script  with  many  errors 
of  punctuation  and  spelling,  deserves  the  wastebasket,  but  copy  written 
on  the  typewriter,  properly  condensed  and  well  edited  by  the  writer,  is 
always  received,  and  usually  with  thanks. 

It  is  unwise  to  single  space  typewritten  copy,  for  then  it 
makes  it  impossible  for  the  newspaper  man  to  edit  without 

rewriting  the  whole  thing.  The  writer  lost  many 
SDace^        opportunities  for  publicity  by  trying  to  save  paper 

until  a  reporter  friend  said,  "Double  space  your 
typewritten  matter,  and  many  times  it  will  be  used,  because  it 
can  be  handled  quickly  and  edited  or  reshaped  when  in  that 
form." 

There  are  so  many  topics  on  which  a  newspaper  man  might 
seek  an  interview.     Once  in  a  while  it  is  legitimate  to  suggest 

such  a  thing. 
IirS^vie   s      There  is  now  a  big  question  as  to  whether  one 

should  submit  to  an  interview  for  a  Sunday  news- 
paper. C.  J.  Marr,  president  and  general  manager  of  the 
Publishers'  Press,  some  months  ago  sent  out  a  letter  to  a  widely 

scattered  number  of  religious  leaders.  He  asked 
Sunday  them  if  a  Sunday  magazine  "insert,"  prepared  to 
apers  ^^  ^j^^  ^^^^  daily  paper,  but  having  in  it  religious 
news  and  articles  on  religious  subjects,  would  be  valued 
and  acceptable.  Without  an  exception,  all  of  these  men 
answered  in  the  affirmative.  They  thought  such  a  maga- 
zine to  be  inserted  in  the  Sunday  paper  would  be  exceedingly 
valuable.  We  recognize  that  the  people  are  reading  the  paper, 
and  since  it  is  all  prepared  on  a  week  day,  we  may  use  its 
columns  to  get  truth  into  the  minds  of  the  readers.  The 
Monday  paper,  which  everyone  freely  reads  without  question, 
has  all  of  its  work  done  on  a  Sunday.  If  we  consent  to  inter- 
views, it  will  be  necessary  for  us  to  swallow  our  reserve  and 
native  modesty  and  be  willing  to  endure  all  kinds  of  publicity. 
The  interviewer  may  be  perfectly  fair  with  us,  while  some 
other  paper  may  copy  and  twist  what  has  been  said.  Enough 
good  publicity  will,  however,  come  from  such  procedure  to 
more  than  offset  the  harm. 


114  CHURCH  PUBLICITY 

A  Saint  Louis  pastor,  fearing  this  indescribable  injury  from 
misrepresentation,  writes : 

For  some  years  I  have  exerted  myself  to  keep  out  of  the  Saint  Louis 
papers  for  the  reason  that  they  garble  my  reports,  use  sensational 
headlines,  omit  qualifying  statements,  and  so  tend  to  make  me  appear 
queer  and  erratic.  This  injured  me,  because  my  capital  is,  in  part,  the 
public  confidence. 

The  writer  has  had  a  number  of  whole  page  illustrated 
stories  in  the  different  Sunday  papers.  His  natural 
S^orie^/  tendencies  were  against  it,  and  for  a  long  time 
rebellion  kept  this  form  of  publicity  out  of  service. 
Dr.  Minifie,  who  is  now  the  pastor  of  the  church  in  Boston 
made  remarkable  by  the  spiritual  ministrations  of  Dr.  A.  J. 
Gordon,  seems  to  agree  with  the  writer  heartily. 

Dr.  Brougher,  of  Los  Angeles,  covets  the  newspaper  publicity 
which  calls  for  pictures  and  exact  quotations.  The  man  who 
p  ,     permits  this  sort  of  thing  will  be  called  a  self -pusher, 

Abstracts  ^^^  ^^  may  bear  that  opprobrium,  if  sure  in  his 
own  heart  that  his  purpose  is  unselfish.  For  years 
the  writer  has  prepared  a  brief  typewritten  abstract  of  his 
evening  sermon  and  mailed  it  to  the  daily  papers.  It  has 
secured  tremendous  publicity  and  enabled  the  writer  to  speak 
to  millions,  through  the  medium  of  the  printed  sermon  in 
the  daily  paper,  that  could  never  have  been  reached  by  his 
small  voice  in  the  church  auditorium  where  he  spoke. 

The  Publicity  Committee  of  the  First  Baptist  Church  at 
Hartford  prepares  the  abstract  and  sends  it  out.  For  a  long 
time  a  friend  of  the  writer's  performed  that  office  and  saved 
his  '*face"  by  inclosing  a  little  note  saying  he  felt  sure  such  a 
sermon  would  be  valued.  Dr.  Lichliter,  one  of  the  most 
scholarly  and  successful  pastors  in  his  denomination,  does  not 
hide  the  fact  that  his  custom  is  to  prepare  an  abstract  of  his 
sermon,  and  in  the  same  way  give  them  to  the  reporters.  Other 
public  men  do  that  regularly;  why  should  the  minister  stand 
on  timidity,  or  so-called  humility,  and  lose  the  chance  of  bring- 
ing the  gospel  to  thousands? 

Nothing  could  be  better  than  for  the  ministerial  student  to 
be  trained  on  a  newspaper.  Mr.  Moody  used  to  say  that  every 
New  a  er  ^^^^ter  should  be  a  reporter  at  least  six  months  if 
TraiiSnff     ^^  would  be  best  prepared  to  preach. 

In  the  interrogations  used    to  form  the  basis  for 
this  book,  the  writer  endeavored  to  find  how  many  ministers 


NEWSPAPER'S  COOPERATION  SECURED    115 

had  been  newspaper  men.  Among  those  who  had  actually 
worked  at  the  business  were  some  of  the  most  successful.  In 
that  group,  we  find  such  men  as  J.  Whitcomb  Brougher, 
Orien  W.  Fifer,  Charles  A.  Eaton,  Clarence  O.  Kimball, 
Clarence  S.  Long,  M.  H.  Lichliter,  and  A.  B.  Taylor.  Many 
others  write  regularly  for  the  daily  papers.  Some  of  them 
gladly  submit  editorials  which  appear  without  their  names. 
Others  submit  stories  which  are  newsy  and  attractive.  Dr. 
Dodson  says: 

For  ten  years  in  California  I  had  from  one  to  two  columns  at  my  disposal 
every  Monday  and  filled  the  space  with  condensed  reports  of  my 
sermons.  This  multiplied  my  influence  and  the  publisher  told  me 
that  it  increased  his  circulation,  and  that  the  Monday  sales  were  always 
the  largest.  I  have  had  editorial  control  for  periods  of  ten  days  to  two 
weeks  once  or  twice. 

S.  A.  Northrup  shows  his  friendliness: 

Often  write  for  local  and  metropolitan  dailies  by  request  and  well  paid 
for  same;  if  called  up  by  phone  for  a  hundred  or  more  words  on  a  given 
subject,  I  sit  up  till  midnight  to  prepare  it,  or  go  at  it  at  once  and  give 
it  immediate  delivery — if  not  called  for. 

A.  B.  Taylor  helps  in  the  same  way  on  a  rural  paper: 
I  write  notes  for  the  local  country  weekly  in  order  to  get  church  items 
printed,  giving  the  paper  other  items  of  news  as  a  sort  of  reward. 

Clarence  O.  Kimball  had  a  good  training: 

In  my  boyhood  I  served  in  every  capacity  in  a  country  printing  office, 
from  devil  up  to  editor. 

Orien  W.  Fifer  was  similarly  prepared: 

I  served  quite  a  period  as  a  reporter  on  a  daily  paper  before  entering  the 
ministry. 

The  writer  would  conclude:  Let  the  minister  be  always 
ready  to  give  interviews.  First,  let  him  know  the  managing 
editor  of  the  paper  and  impress  his  willingness  to  cooperate. 
Many  garbled  interviews  result  from  sending  green 
Prepared  reporters  to  be  tried  out  on  the  local  parson.  If  the 
views"  pastor  has  demonstrated  his  friendliness  and  ability 

to  the  managing  authorities,  such  a  trial  will  not  be 
made.  Usually  write  down  carefully  the  things  which  are  to 
be  quoted.  Enforce  this  rigidly  if  the  interviewer  is  of  second- 
grade  ability. 

Furnish  all  possible  news  to  the  dailies  exalting  the  social 
life  of  the  church.  People  everywhere  are  looking  for  helpful 
fellowship.  The  New  York  Globe  once  printed  the  plaint  of  a 
lonely  man  in  New  York.     A  gentleman  who  had  been  glad- 


116  CHURCH  PUBLICITY 

dened  by  the  social  life  of  Grace  Church  answered  it  with  a 
well- written,  cheerful  letter,  which  was  also  printed.  Inter- 
rogations came  and  the  friendless  author  eventually  joined  the 
church,  happy  and  cheery  because  of  the  social  and  religious 
life  which  he  found.  Many  people  have  a  notion  that  the 
church  is  open  on  Sunday  only  to  warn  sinners  of  future 
punishment  and  to  demand  an  impracticable  piety. 

The  writer  accepted  the  position  as  chairman  of  a  publicity 
committee  during  the  time  that  the  Board  of  Home  Missions 
and  Church  Extension  Society  met  in  New  York.  Hitherto 
the  meeting  had  received  a  three-  or  four-inch  notice  in  the 

daily  papers  when  it  occurred  annually.  A  com- 
Profes-  petent  ex-city  editor,  who  was  resting  for  a  few 
Hell?  weeks,  was  hired  to  help  and  the  newsgatherers  were 

aided  vigorously.  At  the  end  of  six  days,  more 
than  twenty-five  columns  of  newsmatter  had  been  clipped 
from  the  New  York  papers,  besides  much  more  that  had  been 
sent  over  the  country  by  telegraph.  Interviews  with  far  West 
missionaries,  questionnaires  propounded  to  bishops  and  secre- 
taries, and  news  notes  of  various  kinds  were  furnished  until  the 
daily  papers  were  glad  to  print  the  copy. 

Let  the   minister  write  signed   editorials.     While   a   pastor 

in  Denver  the  writer  wrote  a  series  of  articles  for  young  people. 

The    first  one  was  on  "To  Succeed — Lay   Hold, 

S^fSaf  ^^  Hang  On,    and   Hump."     A   little  later  a   football 

Articles       game  or  two  furnished  lessons  for  an  epigrammatic 

article.  Then  for  another  paper  a  series  of  brief 
prayers  for  each  day  during  Passion  Week  were  prepared. 
This  started  a  style  of  composition  that  led  to  the  writing  of 
"Week-Day  Prayers."  Sermons  may  easily  be  related  to  news 
events.  The  old  prophets  clothed  their  message  in  the  inci- 
dents of  the  day.  We  can  do  no  better.  The  New  York 
factory  fire,  for  example,  furnished  an  opportunity  for  a  telling 
message  to  greedy  and  materialistic  citizens. 

Prepare  manuscript  copies  of  addresses  for  reporters. 
Many  great  messages  are  delivered  by  pastors  to  a  gathered 
handful,  when  a  slight  effort  would  put  him  on  a  forum  where 
all  the  readers  of  the  local  papers  would  hear  him! 

Frame  the  sermon  topics  to  arouse  sane  curiosity. 
Pertinent  gpeak  on  current  happenings  from  a  religious  stand- 
Topics         point.  The  old  prophets  did  it.   People  want  to  know 

what  the  church  thinks.   Here  are  suggestive  topics ; 


NEWSPAPER^S  COOPERATION  SECURED    llT 

Baseball  and  Religion, 

Do  Riches  Shut  Out  of  Heaven? 

Did  God  send  Punishment  in  the  San  Francisco  Earthquake? 

A  Bible  Union  Labor  Man. 

Are  Political  Bosses  Necessary? 

Sunday  Theater-Going. 

Does  it  Do  any  Good  to  Pray? 

"Why  Do  Ministers  Sons  go  Wrong? 

Are  Socialists  Infidels? 

Emotional  Religion. 

Is  there  a  Personal  God? 

The  Judgment  Day. 

Lincoln's  Religion. 

Nothing  so  emphasizes  news  as  illustrative  pictures.  Secure 
such  pictures,  and  even  the  largest  city  daily  will  be  glad  to 

secure  them  if  they  illustrate  a  human  interest  story. 
Attractive  ^y^en  first  coming  to  New  York  an  automobile  trip 
tions     ~      ^^^  planned  by  the  City  Missionary  Society  to  take 

a  company  of  folks  to  all  the  churches  which  it  had 
founded.  The  writer's  laddie  was  but  one  year  old  and  was 
carried  in  his  arms.  One  of  the  newspaper  reporters  asked  the 
privilege  of  taking  a  picture  of  the  pastor  with  the  boy  in  his 
arms.  This,  of  course,  appeared  in  the  daily  papers.  It  did 
no  one  any  harm,  but  gave  publicity.  The  finest  photograph 
of  the  boy  at  that  age  is  the  one  which  was  afterward  furnished 
by  the  reporter  to  the  pastor,  and  enlarged.  Here  is  a  list 
of  a  few  pictures  which  have  appeared  in  daily  papers  illustrat- 
ing the  work  of  Grace  Church,  Denver,  and  Grace  Church, 
New  York: 

The  pictures  of  lady  and  men  violinists,  cornetists,  cellists,  harpists, 
mandolinists,  etc. 

Group  pictures  of  Sunday  school  classes.  Brotherhood  banquets,  and 
photographs  of  home  talent  plays  and  individuals  taking  part  in  them. 

Groups  of  foreigners  formed  in  Sunday  school  classes  and  large  com- 
mittees of  laymen  who  are  known  in  the  city. 

Sunday  school  classes  costumed  for  drills. 

Prominent  musical  aggregations  such  as  orchestras,  bell  ringers,  glee 
clubs. 

Peculiarly  beautiful  children  or  groups,  either  in  ordinary  dress  or  in 
special  costume  attire. 

Pictures  of  church  calendars  or  other  unique  printing. 

Pictures  of  the  church  interior  and  exterior,  and  of  the  pastor  and 
employees  or  officers  of  the  church. 

As  suggested  in  another  chapter,  the  papers  can  often  be 
persuaded  to  cooperate  in  some  new  plan  devised  by  the 
church.     While  in  Denver   the   Denver   Post  furnished  roses 


118  CHURCH  PUBLICITY 

annually  for  a  great  Sunday  night  service.  Naturally  the  paper 
gave  it  much  publicity,  and  thus  helped  gather  a  great  crowd. 
In  New  York,  Roberson,  the  travelogue  man,  was 
Help,  with  secured  for  a  series  of  lectures.  The  Evening  Globe 
Plan^^^^  management  agreed  to  cooperate  by  printing  a  cou- 
pon in  the  paper  on  the  front  page  announcing  the 
location  and  the  lecture  and  carrying  on  the  inside  a  story, 
a  column  in  length,  about  Mr.  Roberson's  pictures  and  worth 
as  a  lecturer.  Everyone  who  brought  a  coupon  to  the  church 
was  admitted  for  ten  cents;  without  this  coupon,  the  admission 
was  twenty-five  cents.  This  was  a  valuable  piece  of  publicity 
and  did  not  injure  the  paper  either,  for  the  pictures  were  of  the 
highest  type. 


CHAPTER  VII 

Paid  Newspaper  Advertising 

The  News-  Mr.  Louis  Wiley,  the  general  manager  of  the 
paper  Excels  ^^^  York  Times,  one  of  America's  greatest  papers. 
Circulars  '4.  £  u  r-  1-      > 

writes  as  lollows: 

Church  members  will  not  give  their  personal  time  to  the  word-of-mouth 
advertising  of  the  special  work  of  the  church,  and  the  only  practical  sub- 
stitute for  personal  work  is  advertising.  A  notice  of  special  meetings 
should  be  sent  through  the  mails  to  every  member  of  the  church,  but 
general  advertising  of  the  church  should  appear  in  the  daily  papers,  be- 
cause this  is  the  most  dignified,  appropriate,  and  effective  medium  for  the 
purpose.  To  reach  two  hundred  and  fifty  thousand  men  and  women 
through  the  mails  would  cost  $5,000  for  postage  alone,  not  taking  into 
account  the  cost  of  advertising  matter  inclosed,  envelopes,  addressing, 
etc.,  while  the  same  number  of  persons  could  be  reached  through  a  daily 
newspaper,  with  an  advertisement  of  excellent  size,  every  week  for  a  year, 
by  the  expenditure  of  the  same  sum.  An  advertisement  in  a  clean  news- 
paper, which  enters  the  home,  would  receive  more  careful  and  thoughtful 
attention  than  a  circular  through  the  mails. 

Mr.  W.  C.  Freeman,  known  wherever  advertising  men  live, 
made  an  estimate  for  a  group  of  retailers  who  wanted  to  do 
united  advertising.  He  computed  that  if  ninety-five 
Ad°e  ?  dealers  put  up  $600  a  year,  they  could  buy  one  page 
tising'  ^^^h  ^^y  ^^  the  week  in  four  separate  papers  in  New 
York  city.  Can  anyone  estimate  the  influence  of 
such  a  campaign  if  carried  on  by  the  churches  in  a  city.^ 
Of  course  in  a  smaller  town  a  much  less  amount  of  money 
would  accomplish  great  results.  Even  New  York  could  be 
thus  impressed,  and  there  are  surely  one  hundred  churches 
which  could  put  aside  from  their  budget  $600  for  newspaper 
publicity. 

E.  H.  Packard,  of  Roslindale,  Mass.,  who  has  given  himself 
p  -     unreservedly  to  religious  publicity,  has  prepared  a 

the^Press     striking   illustration    which   helps    enforce  the  fact 
that  newspapers  have  an  incalculable  power : 
119 


ISO 


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JEdlthn 


CHURCH  PUBLICITY 


Last 
Edition 


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g^otii^nt^^ 


l-KI-  K    1    <.►•<»♦ 


In  this  day  of  cheap  newspapers  it  is  difficult  to  drive  a  truth 
home  in  one  paper.  Most  people  read  several.  In  a  careful 
investigation  made  under  the  direction  of  Mr.  Scott,  in  Chi- 
cago, it  was  found  that  people  read  papers  as  follows:  14  per 
cent  one  paper,  46  per  cent  two  papers,  21  per  cent  three 
papers,  10  per  cent  four  papers,  3  per  cent  five  papers,  etc. 

There  is  no  question  but  that  one  of  the  biggest  powers  in 
the  world  to-day  is  the  daily  newspaper.  That  is  why  many 
politicians  purchase  an  "organ."  It  also  explains  why  editors 
are  so  frequently  put  into  public  office.     The  newspaper  man 


PAID  NEWSPAPER  ADVERTISING  121 

is  intelligent,  square,  and  sympathetic,  well  equipped  to  know 
the  will  of  the  people  and  to  put  it  into  thought.  His  very 
training  gives  him  the  ability  to  read  their  needs. 

It  is  sadly  true  that  few  papers  have  the  personal  strength 
to  mold  opinion  along  moral  lines.  Such  moral  strength,  how- 
ever, is  increasing  since  papers  are  cleaning  up  and  are  draw- 
ing into  their  service  men  of  high  principle.  While  usually 
the  daily  paper  seeks  primarily  to  completely  represent  the 
community,  nevertheless,  as  they  do  so,  they  influence  the 
community  at  the  same  time. 

The  writer  knows  of  a  smaller  town  where  the  church  has 
never  had  any  standing  simply  because  the  editor  and  owner 
of  practically  the  only  daily  there  was  a  skeptic  and  soured  at 
religion  and  ministers.  He  turned  every  bit  of  news  to  ridicule 
religion.  He  impugned  the  motives  of  every  churchman.  He 
gloried  in  the  downfall  of  the  professing  Christian.  Some  time 
ago  he  gave  up  the  business  and  the  town  has  felt  the  first  re- 
vival known  since  his  advent.  Two  new  churches  are  being 
erected,  while  two  others  will  shortly  arise  and  build.  A  one- 
hundred-thousand-dollar  Y.  M.  C.  A.  building  is  also  in  course 
of  construction,  while  a  hospital,  started  by  popular  subscrip- 
tion, is  being  erected.  The  saloons,  though  illegal,  continued 
to  exist,  but  have  now  been  completely  banished,  and  that 
town  of  15,000  is  absolutely  *'dry."  No  better  illustration  of 
the  power  of  a  newspaper  could  be  discovered. 

The  Philadelphia  North  American,  even  in  that  large  city, 
has  helped  tremendously  in  cleaning  up  the  community  and  in 
shaking  off  the  grip  of  the  grafters.  That  statement  might 
be  made  of  many  papers  over  the  country. 

One  question  propounded  to  the  group  of  ministers  was, 
Does  the  matter  printed  in  the  daihes  have  any  influ- 
ence on  your  own  opinions?  While  the  answers 
Do  News-  n^ay  have  in  mind  the  news  matter,  they  also  must 
fluence  ^^  necessity  include  the  advertisements,  since  they 
Opinions?  make  up  so  large  a  part  of  the  daily  paper.  Sixty- 
six  of  the  ministers  answered.  Of  this  number 
thirty-nine  admitted  that  the  daily  did  influence  them,  while 
twenty-seven  denied  it.  When  a  newspaper  does  have  an  in- 
fluence on  anyone,  the  advertisements  are  bound  to  count 
tremendously.  Especially  is  this  true  if  the  management  of 
the  paper  is  high  grade.  The  New  York  Mail,  for  example, 
under  the  advertising  management  of  Mr.  Freeman,  admitted 


122  CHURCH  PUBLICITY 

no  advertisement  which  did  not  tell  the  complete  and  un- 
equivocal truth.  The  Philadelphia  North  American  also,  in 
order  to  keep  its  principles  high  and  its  breath  sweet,  refuses 
a  long  line  of  questionable  advertisements.  A  newspaper  is 
much  like  a  man — it  cannot  have  a  strong  influence  unless  it 
is  absolutely  sincere. 

The  Rev.  Thomas  S.  Brock  feels  that  the  masses,  not  the 
leaders,   are  influenced.     He  saj^s: 

Very  little  on  me,  but  I  think  they  influence  the  rank  and  file  of  the 
people  who  do  not  take  time  to  think  much. 

The  Rev.  Clarence  O.  Kimball,  D.D.,  pays  the  dailies  a  very 
high   compliment: 

Yes,  and  so  it  has  on  everybody  else.  The  newspapers  are  the  greatest 
moral  power  in  the  world  to-day.  They  are  in  intimate  touch  with  the 
people;  the  church  at  large  is  not — there  comes  the  rub  and  the  apparent 
antagonism. 

The  Rev.  Johnston  Myers,  D.D.,  a  minister  who  preaches 
to  the  masses,  says : 

Newspaper  articles  influence  all  who  read  them. 

Many  would  agree  with  the  specifications  of  the  following 
group : 

Orien  W.  Fifer: 

In  some  papers  when  the  editor's  personality  is  known  the  editorial 
influence  is  strong. 

S.  H.  Cox: 

Yes,  in  a  paper  that  has  culture  plus  religion,  as,  for  example,  the  Boston 
Transcript  and  Springfield  Republican. 

Fred  K.  Gamble: 

Only  when  signed  by  a  man  I  know. 

M.  H.  Lichhter: 

Very  little,  except  in  a  thoughtful  editorial  column,  or  when  signed. 

J.  Whitcomb  Brougher: 
It  depends  on  the  paper. 

It  does  not  seem  possible  for  anyone  who  fairly  faces  the 
question  to  deny  that  everyone  is  affected  to  some  degree  by 
the  things  which  appear  in  the  papers.  The  position  of  the 
following,   therefore,  seems  wholly  tenable: 

Allen  A.  Stockdale: 

All  facts  influence  the  mind.     The  papers  can  give  the  people  facts. 

B.  A.  Bowers: 

Some  things  printed  influence  me. 


PAID  NEWSPAPER  ADVERTISING  123 

D.  E.  Weigle: 

Yes,  though  I  take  most  things  with  a  grain  of  salt. 

J.  L.  Gardiner: 

Somewhat — perhaps  unconsciously. 

The  religious  and  moral  element  of  any  community  can 
compel  the  newspapers  to  clean  up  and  thus  become  a  medium 
of  uplift.  The  good  people  of  a  far  Western  city 
Influ-  YiSid  a  contest  with  a  newspaper  which  had  the  mis- 

the  News-  t^ken  notion  that  the  sporting  element  was  alone  to 
paper  be  pleased.     The  Methodist  pastor  headed  an  organ- 

ization of  all  the  churches  and  protested  against  the 
vicious  policy  of  the  paper.  The  proprietor  could  not  at  first 
be  convinced  and  continued  on  old  lines,  but  they  fought 
on.  A  group  of  business  men  warned  the  owner  that  they 
would  take  $10,000  worth  of  advertising  away  from  him  if 
he-  did  not  cease  publishing  objectionable  notices.  He  replied 
that  this  kind  paid  him  too  well,  and  he  would  not  discontinue 
them.  Fifty  thousand  club  and  church  women  united  in  a 
boycott  of  the  paper.  The  paper  tried  to  laugh  the  women 
out  of  court;  then  the  business  men  rallied  to  support  their 
wives.  A  Christian  man  headed  a  company  and  started  a 
new  and  high-purposed  paper,  which  began  with  32,000  circu- 
lation and  soon  ran  to  55,000.  The  "stubborn"  paper  lost  40 
per  cent  of  its  subscribers.  The  proprietor  recognized  the 
community's  demand,  and,  like  a  true  newspaper  man,  which 
he  is,  made  a  complete  change  of  front,  and  now  prints  one  of 
the  best  church  pages  in  the  country.  He  immediately  threw 
his  whole  force  back  of  a  union  revival  campaign  in  a  way 
seldom  equaled.  Four  downtown  pastors  who  had  fought 
him  were  associated  in  it. 

The  writer  has  before  him  a  copy  of  the  paper  issued  at 
that  time.  At  least  one  third  of  the  front  page  is  taken  up 
with  pictures  and  heavy  type  announcements  concerning 
these  special  services,  while  two  whole  pages  on  the  in- 
side of  the  paper  are  taken  up  with  further  pictures  taken 
by  staff  photographers  and  by  sermons  literally  quoted 
and  by  interviews  with  the  ministers  and  with  laymen  and 
with  announcements  of  the  unusual  methods  of  advertis- 
ing. Four  inches  is  taken  clear  across  one  page  at  the  top 
to  make  the  following  unusual  announcement,  in  large  dis- 
play type: 


124 


CHURCH  PUBLICITY 


Fireworks  Will  Be  Repeated  Tonight  in  Front  of  Church 

^usine»s  (i^ommxHee  (l^onsi^ets  ^osstbilitg  ©£  ^laing  foiling  "j^itlures 


Not  only  will  the  fireworks  display  be  repeated  to- 
night at  7:30  o'clock  in  front  of  Plymouth  Church,  but 
a  plan  is  now  being  considered  which  if  adopted-will  re- 
sult in  the  use  of  motion  pictures  prior  to  the  service. 
It  is  announced  that  the  fireworks  display  tonight  will 
be  much  more  elaborate  than  that  of  the  opening  night 
and  red  fire  will  be  a  special  feature.  If  the  plan  for 
the  'movies**  is  carried  out  the  picture  program,  which 
will  be  of  a  religious  nature,  will  be  an  open  air  affair, 
the  pictures  being  thrown  onto  a  screen  outside  the 
building. 


At  the  bottom  of  another  page  was  this  large  and  striking 
cartoon  aimed  at  the  saloons  which  had  once  been  his  chief 
support  and  which  must  have  taken  dire  offense  at  the  sug- 
gestion : 


FEET  THAT   WILL    NEVER  ADVANCE 


Thi  whiskey-drinker  who  spends  his  time  with  his  foot  on  the  rail  of  k  b«r  vill  never  get  anywhere— except  to  the  poor- 
house  or  the  alcoholit  ward.  While  others  are  marchtng  to  prc^pe-itiy  B<d  happiness  he  is  marking  time  until  progress  passes  him 
by  forev^. 


The  owner  of  a  great  daily  paper  which  cooperated 
with  the  ministers  of  his  city  in  telling  the  other  dailies  to 
quit  giving  salacious  details  of  divorce  trials  and  "playing 
up"  the  sewage  news  of  the  city,  in  a  personal  letter  suggests 
to  the  writer: 

You  might  ask  the  ministers  if  they  ever  tried  hot  water,  instead  of  cold. 


PAID  NEWSPAPER  ADVERTISING  125 

upon  the  heads  of  publishers.  It  isn't  a  bad  idea  for  the  pulpit  once  in  a 
while  to  bring  the  editors  upstanding  for  their  derelictions.  I  think 
ministers  and  churches  should  be  more  courageous  in  telling  newspapers 
when  they  are  wrong.     They  stand  too  much  in  awe  of  the  press. 

The  Detroit  Times  had  the  cooperation  of  all  the  ministers 
of  the  city  in  its  effort  to  compel  the  publication  of  clean  news 
alone  in  the  daily  papers  of  that  city.  It  issued  a  "special" 
of  four  pages  which  was  put  into  every  home  in  the  city. 
These  pages  were  filled  with  letters  from  business  men  and 
religious  leaders  condemning  the  publication  of  nauseating 
details  of  crimes.  The  publisher,  Mr.  James  Schermerhorn, 
who  had  also  rejected  liquor  advertisements,  of  course,  had  a 
storm  of  opposition  and  persecution  come  down  upon  his 
head  from  the  worst  element.  He  fought  as  a  Christian  soldier 
in  the  campaign  and  won  out  splendidly,  not  only  compelling 
the  other  dailies  to  clean  out  their  columns,  but  also  making 
his  own  paper  a  financial  success. 

The    Philadelphia    North    American    announces    that    its 

rejection    of    certain    kinds    of    advertising    during 

Journal-      ^^^  ^^^^  ^^^  years  has  cost  in  income  which  those 

ism  ^^^  would  have  brought,  $250,000  a  year.     They 

announce  as  follows: 

We  have  the  records  in  huge  scrapbooks.  Proposals  and  contracts 
ranging  from  $1  to  $9,000,  each  bearing  the  plain  irrevocable  stamp  "De- 
clined," and  the  total  amounting  to  $250,000. 

They  list   among  the   excluded   classes   of   advertising  the 
following : 
List  of  ^  Liquors  of  all  kinds. 

Advertise-  Crooked  or  questionable  stock-selling  schemes,  whether  in 
ments  oil,  mining,  wireless,  cement,  electric,  or  other  propositions. 

Exclu4ed  Stock  market  tips  and  pools  and  racing  tips. 

Crooked  or  doubtful  land  exploitations,  whether  in  Florida, 
California,   Cuba,  Porto  Rico,  Mexico,  or  the  New  Jersey  swamps. 

Fake  puzzle  and  "coupon"  schemes  for  selling  pianos  and  other  mer- 
chandise. 

Fly-by-night  dealers  in  faked  furs,  raincoats,  etc. 

Fake  jewelry  and  water  offers. 

Books  actually  or  pretendedly  obscene  or  suggestive. 

Astrologists,  clairvoyants,  palmists,  fortune-tellers,  salary  loans,  and 
chattel  loans. 

Divorce   lawyers. 

In  medical  advertising — all  remedies  containing  opiates  or  alcohol  in 
habit-forming  quantities;  dosed  soothing  syrups  and  other  dangerous 
preparations  for  children;  "cures"  or  the  use  of  the  word  "cure"  in  any 
sense;  all  treatments  offered  for  "private  diseases";  announcements  con- 


126  CHURCH  PUBLICITY 

taining  offensive  or  unsightly  pictures;  imitations  of  newspaper  features, 
such  as  "advice  columns." 

Excluded  from  its  classified  columns  advertisements  are  the  following 
classes: 

Salary  loans,  chattel  loans,  medical,  matrimonial,  divorce  lawyers, 
clairvoyants,  "Gyp"  horse  dealers,  doubtful  financial,  racing  tips,  stock 
market  tips. 

As  is  widely  known,  this  daily  is  owned  by  the  Christian 
merchant  price,  John  Wanamaker. 

William  H.  Page,  of  Doubleday,  Page  &  Co.,  now  United 
States  Ambassador  to  Great  Britain,  said  to  his  partner  Her- 
bert Houston,  one  day,  "No  publication  is  better  than  its 
worst  advertisement." 

Mr.  W.  C.  Freeman  for  a  long  while  wrote  a  column,  in  his 
original  way,  insisting  on  the  necessity  of  honesty  in  advertis- 
ing for  success.  The  policy  so  grew  that  when  he  ceased  it 
one  hundred  and  twenty-two  daily  papers  had  contracted  for 
them,  and  regularly  gave  them  a  prominent  place  presumably 
as  an  expression  of  the  paper's  policy. 

The  New  York  Times  constantly  publishes  this  statement : 
"One  hundred  dollars  reward  will  be  paid  for  any  kind  of 
misrepresentation  found  in  the  advertisements  of  the  Times." 

It  is  not  to  be  wondered  at,  therefore,  that  many  newspapers 
themselves  find  it  thoroughly  consistent,  as  well  as  wise,  to 
purchase  space  in  other  daily  papers.  Everybody 
Conven-  reads  them;  they  fill  up  spare  time  in  a  valuable 
Interest-  way.  They  can  be  purchased  for  a  penny,  and 
ing  because    cheap    can     be  thrown     away — one    need 

not  be  cumbered  carrying  them  around.  They 
contain  something  on  almost  every  subject.  They  have 
crowded  the  magazine  out  of  the  field,  to  some  extent,  for 
that  reason,  since  now  they  even  contribute  stories.  They 
are  worded  in  simple  modern  English  and  in  short,  meaty  para- 
graphs, quickly  comprehended. 

It  is  no  wonder  that  Dr.  Northrup  said  in  a  letter  to  the 
writer : 

I  clip  the  best  things  in  my  daily  every  day  for  my  scrapbook.  It  is 
better  than  a  library.  It  makes  a  pastor  up-to-date,  so  that  he  can 
become  an  all-around  preacher. 

Only  hermits  now  do  without  reading  the  daily  paper.  Con- 
sequently, the  publicist  who  desires  to  get  a  hearing  must  w 
one  way  or  another  speak  through  the  papers. 


PAID  NEWSPAPER  ADVERTISING  127 

The  Rev.  Worth  M.  Tippy,  D.D.,  who  directs  a  great 
church  in  Cleveland,  says: 

We  think  that  window  cards  and  dodgers  are  not  valuable,  but  that 
newspapers  are. 

Dr.  Brougher,  who,  as  before  noted,  preaches  to  as 
^°™r.  many  as  any  other  man  in  America,  finds  it  necessary 

Worth         ^^  ^^^  publicity  methods  to  keep  his  crowds  large, 
so  he  says: 
I  advertise  through  the  newspapers  all  the  time. 

Dr.  Gardiner  shows  his  efficiency  in  a  smaller  town: 

I  was  chairman  of  the  committee  in  Trenton  one  year  ago  that  adver- 
tised the  union  services  of  the  thirteen  Methodist  churches  of  our  city. 
We  secured  at  a  special  rate  one  quarter  of  a  page  in  each  one  of 
our  three  daily  papers  for  four  weeks.  We  kept  the  church  filled  each 
night  and  let  Trenton  know  that  Methodism  was  alive. 

William  F.  Cochran,  Jr.,  a  young  Episcopalian  layman  of 
Baltimore,  who  is  also  a  man  of  consecrated  means,  was 
,_.    .     ,,  awakened  to  the  power  and  harm  of  the  saloon  by 

isp  ay  .^^  ability  to  defeat  the  Anti-Saloon  League  bill 
which  allowed  communities  to  vote  whether  they  would  have 
the  saloon  or  not.  He  then  announced  his  purpose  to  use  every 
available  means  in  his  power  to  get  the  people  this  privilege. 
He  began  by  buying  space  on  the  first  page  of  the  Baltimore 
Sun.  Two  striking  advertisements  are  here  reproduced.  The 
one  showing  the  whisky  bottle  had  a  space  at  the  top  of  the 
first  page,  taking  up  6x14  inches;  the  one  headed  "The  Man 
Who  Made  Money  Out  of  It"  carried  a  space  also  on  the  front 
page,  10x434  inches  (see  pages  128  and  129). 

All  over  the  country  the  Men  and  Religion  Campaign  Com- 
mittees was  advised  to  purchase  space  in  the  daily  papers. 
The  Y.  M.  C.  A.  headquarters  have  a  score  of  large  scrapbooks 
filled  with  clippings  from  the  daily  papers.  In  Atlanta,  Ga., 
they  vigorously  attacked  the  "red  light"  districts  with  a  series 
of  well- worded  statements  in  display  type  form,  three  columns 
wide,  and  usually  taking  four  fifths  of  the  whole  page.  They 
drove  truth  home  with  tremendous  power;  if  one  began  to 
read  the  display  head  the  remainder  would  surely  be  perused. 

Unity  Church  in  Montclair,  N.  J.,  did  two  things  with  a  dis- 
play advertisement.  First,  it  announced  a  moving-picture 
entertainment,  the  proceeds  of  which  would  be  used  for  the 
benefit  of  playgrounds  in  connection  with  the  church.  A 
little  farther  down,  in  smaller  type,  in  the  same  display  space, 


128 


CHURCH  PUBLICITY 


fk  iKt  Eipasiw  ftilstoie  in  tie  lurM 

This  cartoon  and  editoriat  (the  cartoon  redrawn  slightly  lighter  to  conform  to 
ThC'Sjin's  rules)  appeared  April  3, 1913,  on  the  editorial  page  of  the  .Vew  YqrkEven. 
V*g  Jhumal — a  newspaper  with  abnosi  a  million  circvlation  daily. 


Do  you  know  any  young  man  who 
is  investing  money  in  a  tombstone  like 
this?  If  so,  hand  him  this  picture. 

Here  is  the  tombstone  that  stands  at 
the  head  of  tens  of  thousands  of  graves. 
You  cannot  see  it  as  you  enter  the  grave- 
yard, but  the  relations  of  the  man  in  the 
prave  know  that  the  tombstone  is  there. 

This  is  the  tombstone  that  costs  more 
money  than  aU  other  kinds  of  tombstones 
put  together. 


This  is  the  tombstone  that  stands 
above  ruined  hopes,  broken  families,  dis- 
appointments, bitterness  and  all  misery 

If  you  \frant  to  do  something  useful, 
without  too  much  trouble,  cut  out  this 
picture  and  paste  it  up  where  it  will  be 
seen  by  those  that  need  it. 

The  huge  bottle  and  the  small  glass, 
the  weak  will,  the  blasted  career— and 
then  the  grave  with  the  tombstflne — that 
is  the  story. 


PAID  NEWSPAPER  ADVERTISING 


129 


''  THE  MAN  WHO  MADB 
MONEY  OUT  OF  IV 

(An  Editorial  -From  Collier's  Weekly.) 

(TTjN  CHRISTMAS  NIGHT  a  ne^o  in  Washington, 
^-^  D.  C,  committed  the  most  hideous  crime  in  the 
world  under  circumstances  so  revolting  that  mere 
allusion  to  it  is  painful.  "When  the  prisoner  was  ar- 
raigned the  next  day,  and  the  court  made  "the  formal 
demand  thkt  he  plead,  he  replied,  according  to  the  ac- 
count in  the  Washington  "Times": 

"I  just  don't  know  how  to  plead." 

"Did  you  do  this  act  or  not  ?"  inquired  Clerk  Sebbinq,  se- 
verely. 

"I  drxmk  so  much  liquor  that  night  I  don't  remember,"  re- 
plied the  prisoner,  cowering  before  the  gaze  of  the  court  and 
those  about  him. 

Our  idea  of  effective  journalism-  would  be  for  the 
"Times"  to  have  its  reporters  investigate  just  what 
brand  of  liquor  this  negro  drank,  find  out  the  manufac- 
turer and  print  his  photograph  and  his  name,  with  the 
simple  legend :  *  *  This  is  the  man  who  profited  by  the 
crime."  The  man,  of  course,  would  turn  out  to  be  a 
highly  respectable  citizen  of  Louisville  or  Baltimore  or 
some  other  of  the  great  whisky-manufacturing  centers ; 
at  the  very  moment  when  the  tragedy  that  be  stimulated 
was  blighting  a  family  in  Washington  he  was  sitting 
snugly  and  happily  at  the  head  of  His  Christmas  table, 
surrounded  by  his  family  whom  Ee  keeps  secure  from 
crime  with  all  the  safeguards  that  money  can  provide. 
In  Louisville  and  Baltimore  to  be  a  manufacturer  of 
whisky  carries  no  odium ;  wealth^cleanses  all. 


NHTP "^^  Editorial  from  CoIHer's,  a'  National  weekly  of  tre- 

2\Ky  J  J^.  mendous  circulation  and  great  Influence,  Is  pnbllglied 
Id  order  that  the  people  of  Baltimore  may  see  what  the  people  of  the 
rest  of  the  country  think  about  the  liquor  traffic  and  wealth  which  la 
obtalaed  through  the  lafllctlon  of  an  Injury -u^n  the  public. 

With  the  broadening  conception  of  the  meaning  of  the  GOLDEN 
RULE  the  time  Is  not  far  distant  when  the  possessor  of  money  derlTed 
from  a  traffic  which  ruins  the  bodies  and  destrojs  the  souls  o*  his  fel- 
lowmen  cannot  go  anywhere  without  being  conscious  of  disapproval 
expressed  in  covert  comment  concerning  the  source  of  his  wealth. 

The  real  obstacle  fo  temperance  re* 
form  is  not  -the  man  who  wants  to  drink 
ligudr,  but  the  man  who^  FOR  PROFIT, 
seeks  to  exploit  the  drinker* s  weakness 
and  appetite. 


130 


CHURCH  PUBLICITY 


Play-  appeared  an  editorial  on  "The  Housing  Problem  in 

grminds  Montclair  Is  a  Problem  of  Rent."  Then  came  a 
cheaper  P^^^  ^^^  cheaper  rent,  so  that  the  common  people 
Rent  who  wanted  homes  could  also  locate  in  Montclair. 

Thousands  of  dollars  are  wasted  every  year  by 
advertising  copy  that  is  poorly  prepared.  That  is  doubly 
true  of  the  church,  since  it  is  not  able  to  employ  expert 
"copy"  makers  or  to  purchase  worthy  space  either  in  location 
or  amount. 

Since  Dr.  Brougher  says  that  he  has  the  help  of  the  best 
advertising  expert  in  Los  Angeles,  it  will  be  well  to  reproduce 
his  advertising  which  occupied  a  space  6x63/2  iiiches. 


Unique  Sermons  by  Dr.  Brougher 


II  A.  M. 


TOMORROW 


"How  to  Be 
Appreciated'' 

Is  Praise  and  Flattery  worth 
while?      Is   it   right   to   ap- 
plaud in  church? 


7:30  P.  M. 


"How  to  Keep 
a  Secret" 

Which   keeps   a   secret  the 
better— man  or  woman? 


at  Temple  Baptist  Auditorium 


Theater  Beautiful— 5th  and  Olive  SU. 

Special  Music  Both  Services 


Morning:  100  in  Great  Vested  Choir — 
Grand  Anthem  —  Quartette — Organ 
Recital— Brilliant  Duet  by  Mrs.  Rob- 
ert Smith  and  Geo.  H.  "Bemus. 


Night:  Organ  Recital  and  Baptism  ^t 
7:15 — Contralto  Solo,,  Miss  Jennie 
Price  Jones — Anthem  by  the  Great 
Choir— Gospel  Solo,  Mrs.  Robt.  Smith. 


I         Byron's  Hawaiian  Troubadours  Play        ^ 


Special  Selections  at  Night 
Saxaphone  Quartette  and  Harp  Solo 


3000  Free  Seats  —  Come  With  the  Crowd 


While  it  is  snappy,  and  filled  with  features  that  are  bound 
to  attract  and  breathes  the  air  of  enthusiasm,  it  yet  strikes 
the  writer  that  there  are  too  many  words  for  the  space  occupied. 
There   are,  however,  so  many   comnaendable   things   about   it 


PAID  NEWSPAPER  ADVERTISING 


131 


Easter     Gifts 


Huyier's 

Bonbons  Chocolates 


that  one  will  seldom  see  a  church  advertisement  more  com- 
pelling in  its  power. 

The  Rev.  Andrew  Gillies,  D.D.,  has  shown  wisdom  and 
skill  both  in  the  wording  of  his  advertisement,  which  is 
only  three  inches  long,  and 
in  its  location  amidst  other 
kinds  of  advertisements  (page 
132).  ^ 

It  is  difficult  to  make  the 
strong  impression  which  must 
be  made  in  this  day  by  the 
use  of  a  small  amount  of  space. 

During  the  Easter  time 
advertising  period  "Huylers" 
purchased  a  whole  page  in  the 
New  York  Times,  costing 
nearly  $1,000,  and  put  but 
eight  words  in  the  entire  space 
as  herewith  shown. 

One  could  not  forget  that 
advertisement  in  the  midst  of 
the  pages  of  compelling  mat- 
ter to  draw  customers  that 
appear  during  the  holiday 
season. 

Mr.  Gardiner,  expert,  gives 
good  advice  to  the  church 
that  is  cramped  by  small  financial  resources  when  he  says : 

What  is  the  most  likely  form  to  attract  the  man  who  does  not  ordinarily 
attend  church?  The  newspaper  advertisement.  If  you  cannot  afford 
several  papers,  take  one  good  one — even  if  your  church  is  local  to  a  com- 
munity and  the  paper  covers  the  whole  of  a  great  city.  Your  church  will 
soon  lose  its  local  character,  and  its  members  will  awaken  to  a  new  im- 
portance attaching  to  their  membership.  You  do  not  have  to  advertise 
the  whole  year — take  it  in  seasons  of  a  few  months  at  a  time,  if  necessary. 

A  group  of  laymen,  in  a  few  of  the  prominent  cities,  club 
together  and  buy  a  whole  page  for  religious  advertisements. 

The  top  half  is  filled  with  a  general  awakener  for 
CI^^^'t^^  those  who  are  ignoring  the  church,  while  the  lower 
gether    '    ^^^^  usually  carries  the  church  notices  in  display 

form.  At  times,  the  advertising  display  work 
covers  the  whole  page: 


Sales  Agents  E'veryivhere 


132 


..46. 

lemer  an.l 
,  largest  depos- 
sli^htly  in   the 
cent   of   the   Mc- 
savings    accounts 
f -mount  to  about  $5U0 


CHURCH  PUBLICITY 


Cas  Victims 


1^0113   teal  fc. 
ttetided    the    cou 
National    Real    Estc 
at  that  time  ihe  secure^ 
1911  nieetinfj  of  the  org, 


NEW     TOBOGGAN     SLIDE 


"wo  Are  Likely  to 


'Tom  Ac.ci- 
nts. 


fijfSfifi    .ont     a     life, 

rendered   two  vor-  j 

1,10   aecideilts   gecur- 

^;lccks  in  the  tame, 

p.'   iiinitor    at    th' 
iVa:,    \rho    roomed  { 
rcnth,  was  found  • 
•i'iidy  and  by  the  I 
•it     arrived     the  | 
j'(s  cock  was  dif- : 
'  net  turned  suf- 
■'«  f3ow  of  jras. 
[.    Johnson,    who 
ome   of   Mrs.   T, 
t   avenue    south, 
.  in   their  room 
»  result  of     gas 
taken    to    the  i 
it   was    report-  j 
.vorable  for  re 


ies  Family, 
used  the  death 
tKq  and  three 
407    Warsaw 
lay     morning.  I 
^uffocated,  ran. ' 
'ians  worked  J 
Jdren  for  an  j 
^f  danger.  ' 
fr^m  eX'  ' 


Icy  Incline  at  Lake  Harriet  for  P 
Use  Is  Complete. 

The  tobcg^ran  slide  at  Lake  Harriet, 
on  which  tobogaans  mav  favel  over 
250  feet  of  a  glazed  incline,  at  the 
rate  of  a  mile  a  iiiinutc,  was  opened 
last  night.  A  force  of  park  -employes 
spent  the  dav  (living  tlj«  finishing 
totirhgis.  tft  the  slide. 

Toboggans  with  a  seating  capacity 
of  live  persons  can  be  used.  The  blide 
18  open  to  .  all.  Superintendent 
Wrrth  .stat-'d  that  ice  thicken.. d  two 
inches  on  the  lar^^er  lakes.  Thursday 
Sight. 

11^ 


The  Reasonableness 
of  Religion" 

Six    Burnuicr    Sermons    Oalivered    Sun- 
day   £venin£8 

— By— 

DR.    ANDREW    GILLIES 

In  the 

HENNEPIN  AVENUE  CHURCH 

(Mftbodlst   EpiEcopal) 

J>tTFONT    AND   FRANKLIN  AVES. 

Bejrlnnltii?  the  series  tomori'ow  even- 
Jug,  wiU  appear 

"The  Unreasonableness 
of  Jesus." 

A  stronp  Quartet  and  Chorus  Cho}r 
will  furnish  the  music.  The  hour  la 
Eight  o'clock.     You  are  welcome. 


11' 


TODAY,  MATINEE 
Martin  Beck 

MM£.  SARAH  Bl 

AND    HER   CO> 
In    "ONE    CHRISTM. 

AND  A  COMPLETE  VAUi 

Prices   f»r   this   fc. 

EveniiiSB,    $1.50,   $1 


Sullivan 

6— BIG 


PAID  NEWSPAPER  ADVERTISING 


133 


"The  Houses  in  Our  Midst" 


Reason,   Law  and   Experience   Demand  Their 
Suppression. 

Thirty-Three  Reasons  for  Hurried  Readers 


NOTE! 


The  H 


FIRST— Future   Inmalea   must   come   from   homes   In   our  mIdBt. 
Treaties    between   clvUlzed   nations   prevent   the   Importa. 
tlon  of  glrla. 
UnltM   States   Btatutea   forild   their  being' brought   from 


"The  HousesJn_;f!i_^^ 


MW  AND  REUGION  BULLETIN 

No.  19 


•The  H 


ouses  in  0^  Midst" 


•Aiderm 


an  Candler  Hits  the 


and  Dr 


Nail 


^n  the  Coffin  of  the 


^ves  It  Nearly  Horn, 


on  the  Head 


Social  Evil 


Atlanta 

sj;i«-j:i25il^S.  Candler i3a.en:.aronheViceC 

tne  Vice  Commission  of  At. 

^e  of  a  clear-headed  famih-i^ 


134 


CHURCH  PUBLICITY 


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PAID  NEWSPAPER  ADVERTISING 


135 


136 


CHURCH  PUBLICITY 


Soldier  or  Camp-follower? 

Some  persons  join  the  Church,  the  better  to  fight  God 's  battles 


In  which  class  are  YOU? 


yourMoneyVYoi, 


^  Life! 


_.,,      "»•  made  a  !,„_  .     ."'■"J'  and 


'"•tead. 


'^>^:z^B^:^:=5f^l 


J8  October  iai|. 


PAID  NEWSPAPER  ADVERTISING 


137 


THE    CHRISTIAN    UNION    HERALD 


lAogast  15.  1912 


Shall  We 
Lift  Them  or 
Drop  Them? 


A  lew  wetks  more,  and  the  time  limit  for  tictioo 
on  Gujranwala  School  will  expire.  Until  the  recent 
Y.  P  C.  U.  Convention  the  school's  plight  seemed 
indeed  desperate — the  money  was  coining  in  so  slowly. 
That  convention  pledge  of  $2,500.00  turned  the  scale. 
With  prompt  and  earnest  work.  Gu)ranwala  can  be 
.saved  to  fulhl  its  splendid  mission:  and  our  Church 
can  be  saved  from  the  stigma  of  neglecting  the  task  it 
assumed. 

"That's  (inel "  you  say.  "Bully  for  the  Young 
People's  Christian  UnionI" 

Just  sol  II  it  were  not  lor  the  generous  emotions 
of  those  blessed  children  of  ours,  keeping  our  own  hearts 
warm,   how   long   would    this  callous   world   be   worth 


But.  Friend — you  of  the  majority 

BuUy    for    YOU"? 
te  them  into  action 


who  have  given 


nothing — who  is  saying 
intentions  are  good— tran 
.your  6Kar«  .of  thanks  I 


You  would  give  your  own  boy  twelve  dollars  for 
a  velocipede.  Here  you  can  save  a  soul  for  a  like  sum. 
But  you  can  give  the  velocipede  any  time,  whems 
Gujranwala  will  be  tost  unless  you,  and  a  good  many 
others  like  you,  step  forward  promptly  to  its  rescue. 
The  buildings  must  be  ready  in  December:  the  work 
must  start  in  October:  the  money  must  be  raised  NOW. 

Gujranwala  is  the  only  Christian  High  School  in 
•  district  of  330.000  souls.   Tfunk  what  its  abandonment 


$3,626  Raised 

$2,485  Pledged 


The  Y.  P.  C.  U.  has  hardly  had  time  to  start  raising 
the  $2,500  it  has  pledged:  but  two  gifts  of  $5  and  $10 
have  come  in.  $3,611  has  come  in  from  other  sources. 
$6,374  remaiiu  to  be  raised 


Dr.  Charla*  R.  Watson,  200  N.  ISth  Street,  Philadelphia  will  receive  and  promptly 
■oknowlad<  your  Cift     If  you  can't  spare  $12,  send  what  you  can  at  onoe. 


138  CHURCH  PUBLICITY 

One  week  the  Philadelphia  North  American  advertisement 
carried  the  headline  "Philadelphia's  Noblest  Music."     The  last 

line  read:  "In  case  of  Death,  Sickness,  or  other 
Songs  Trouble,^  any  of  the  City's  Ministers   will   be  glad 

Itemized     ^^  help."     Between  these  two  lines  are  printed  the 

words  of  "The  Seven  Best  Hymns  as  tested  by  the 
Favor  of  Christians  through  Generations."  The  seven  printed 
are:  Rock  of  Ages;  When  I  Survey  the  Wondrous  Cross;  Jesus, 
Lover  of  my  Soul;  Evening  Hymn — All  Praise  to  Thee,  My 
God,  This  Night;  Jesus,  I  my  Cross  Have  Taken;  Sun  of  my 
Soul,  Thou  Saviour  Dear;  Morning  Hymn — Awake,  My  Soul, 
and  with  the  Sun. 

Another  headline  in  the  same  paper,  running  clear  across, 
was  "Why  Not  Go  to  Church?"     Under   this  startling  head 

appeared  the  valuable  and  pertinent  copy  repro- 
OuesSon     ^^^^^  ^^  ^^^  following  page  in  large  enough  type  to 

cover  the  whole  half  page. 
The   writer   of    the  Philadelphia  North  American   "  copy " 

employs  less  material  with  a  good  many  pertinent 
Provoking  questions.     Here  is  another  section  from  a  half  page 

ad  that  arouses  thought  in  that  paper: 

PERHAPS  you  insist  that  you  don't  PRETEND  to  be  religious? 

Well,  there  are  some  mighty  good  men  who  make  no  profession  of 
religion. 

But,  honestly,  don't  you  know  that  you  have  adopted  A  LITTLE 
CREED  OF  YOUR  OWN,  and  that  you  really  consider  yourself  superior 
to  a  lot  of  other  fellows  in  this  old  world  who  have  already  passed  through 
about  the  same  experiences  that  you  are  meeting,  but  who  are  now  banded 
together  for  the  purpose  of  organically  trying  to  bring  more  cheer  and 
gladness  to  thousands  of  burdened  hearts? 

The  CHURCH  is,  after  all,  the  best  agency  in  the  world  for  human 
helpfulness.     Why  not  join  it? 

The  Baltimore  News  strikes  across  its  page  the  words  "A 
Challenge  to  our  Business  Men,"  while  the  subordinate  line, 

immediately  under  it,  is:  "The  Church  and  its  Rela- 
Saioon  ^^^^  ^^  ^^^  Custom  of  Licensing  a  Recognized 
Cartoon      Evil."     Under  this  is  a  cartoon  showing   a  saloon 

keeper  with  a  banner  hanging  to  a  beer  bottle 
marked  "Personal  Freedom,"  while  behind  him  attached  to 
chains  which  he  holds  and  being  dragged  through  the  streets  is 
a  picture  of  a  woman,  an  old  father,  a  young  man,  a  husband 
with  a  child  and  some  others  showing  agony  as  they  are  being 
dragged  along  at  a  rapid  gait.     At  the  top  of  the  cartoon,  are 


PAID  NEWSPAPER  ADVERTISING 


139 


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140  CHURCH  PUBLICITY 

the  words:  "A   Personally   Conducted   Tour  to ."     In  the 

midst  of  this  half  page  ad  are  the  two  following  paragraphs,  which 
are  worthy  of  reading  and  must  have  made  an  impression: 


THE   SUPREME   COURT    DECIDES: 

In  summing  up  his  decision  in  the  case  of  Crowley  vs. 
Christenson,  137  U.  S.  Rep.  86,  Justice  Field  said: 

* '  By  the  general  concurrence  of  every  civilized  and  Christian 
community,  there  are  few  sources  of  crime  and  misery  equal  to  the 
dram  shop.  *  *  *  The  statistics  of  every  State  show  a  greater 
amount  of  crime  and  misery  attributable  to  the  use  of  ardent 
spirits  obtained  at  these  retail  hquor  saloons  than  any  other  source. 
*  *  *  There  is  no  inherent  right  in  a  citizen  to  thus  sell  intoxi- 
cating liquor  by  retail;  it  is  not  a  privilege  of  a  citizen  of  a  State 
or  a  citizen  of  the  United  States.  As  it  is  a  business  attended  with 
great  danger  to  the  community,  it  may,  as  already  said,  be  entirely 
prohibited,  or  be  permitted  under  such  conditions  as  will  limit 
to  the  utmost  its  evils." 

In  a  series  of  decisions,  the  liquor  dealers  met  defeats  of  the 
most  vital  and  overwhelming  character. 

They  irrevocably  lost  all  of  their  main  contentions  as  to  the 
impairment  of  contracts,  as  to  taking  property  without  compensa- 
tion, as  to  police  powers  of  the  State,  as  to  the  Fourteenth  Amend- 
ment, and  as  to  the  inherent  or  natural  rights  of  man. 


CHAIRMAN  OF  THE  CHICAGO  VICE  COMMISSION: 

"  I  have  never  been  in  any  agitation  against  the  saloon  as  an 
organization  (I  speak  of  this  to  show  I  am  without  bias),  and  yet, 
during  the  past  twelve  or  fourteen  months  I  have  become  abso- 
lutely convinced  that  this  is  the  most  damnaljle  institution 
at  present  existing  in  our  social  life.  It  is  the  greatest 
supporter  of  the  Social  Evil  and  the  house  of  prostitution  that  exists. 
It  is  the  greatest  reaper  of  the  profits  of  the  Social  Evil." 

BISHOP    ANDERSON    OF    CHICAGO: 

"  Take  the  question*  of  intemperance.  It  is  considered  old 
fashioned  to  preach  about  it  *  *  *  Many,  many  sins  of  the 
worst  character  seem  to  be  inseparably  associated  with  the  saloons 
and  intemperance;  in  controversies  over  its  suppression,  ask  your- 
seK  this:  Which  side  has  the  most  selfishness  in  it,  and  which  side 
the  most  unselfishness.  And  then,  after  that  is  settled,  vote  for 
the  latter,  and  you  will  be  going  in  the  right  direction." 

BISHOP    BRENT    OF    THE    PHII.IPPINES : 

"  Can  any  Christian  afford  to  abstain  not  only  from  that  which 
directly  or  indirectly  encourages  it,  but  also  from  planned  and 
intelligent  attack  upon  it  ?  " 


PAID  NEWSPAPER  ADVERTISING  141 

Think  of  the  effect  of  such  copy  on  the  community  that  will 
read  a  daily  paper.  They  cannot  escape  when  it  covers,  with 
a  striking  headline,  a  whole  half  page. 

Smaller  cities  can  do  effective  "Union"  advertising.  Atchison, 
Kan.,  sixteen  thousand  in  population,  has  been  peculiarly  fortu- 
nate in  having  determined  ministers  to  lead  forward. 
vStisintf '  ^^^  summer  the  Presbyterian  pastor,  the  Rev. 
in  Towns  P^-  Alexander,  proposed  union  summer  meet- 
ings alternately  in  the  two  parks.  Only  one  other 
pastor  would  join,  but  these  two  fortunately  went  ahead.  The 
next  summer  all  but  two  pastors  joined  the  compact.  One  of 
these  remained  in  the  warm  church  while  the  second  ran  an 
independent  meeting  at  the  amusement  park.  The  latter 
caught  an  unreached  crowd  and  so  had  some  basis  for  breaking 
away.  The  other  pastors  were  alert  and  advertised  energetically 
and  with  success.  Where  the  combined  congregations  before 
did  not  equal  two  hundred,  more  than  eight  hundred  now  attend 
regularly.  Here  are  samples  of  display  space,  showing  also  the 
special  drawing  music,  purchased  on  the  front  page  of  the  local 
paper.     The  space  used  was  4x43^  inches. 


DON'T     FORGET 

The     Union    Service    at     Reisner     Park, 
Sunday,  8  P.  M.,  July  20 

Hear  Rev.  J.  W.  5cott  on 


(( 


The  Reflected  Life" 


Hear  Prof.  Wm.  Davies  in  a  Cornet  5olo. 

Hear  Prof.  Bruno  Heinecke  in  a  Violin  Solo. 

Hear  Prof.  Henry  Loudenback's  Grand  Union  Chorus. 

"Whosoever  heareth,  let  him  say^  Come." 

RKISNKR     PARK 


m  CHURCH  PUBLICITY 


Beautiful    City    Park 

SUNDAY,  JULY  13,  8  P.  M. 

Union  Services  to  which  every  citizen  and  church  in 
Atchison  is  asked  to  join. 

Sermon  by  Rev.  Myron  Baker,  Ph.D.     Subject: 


II 


Our  Banners-National  and  Christian 


99 


Union  Orchestra  and  Chorus  under  the  direction  of 
Profs.  Meinecke  and  Loudenback. 

Union  Young  People's  Service  at  7. 

Everybody  Invited 


Many  towns  of  two  thousand  and  three  thousand  can 
attract  attention  to  the  church  and  rehgion  by  similar  union 
services.  While  lecturing  on  the  Redpath-Horner 
Out  of  Circuit  the  writer  suggested  at  Caldwell,  Kan., 
dav  Nights  ^^^^  ^^^  churches  arrange  to  leave  the  plank  seats 
in  place  and  electric  light  the  grounds.  It  was  ac- 
cepted and  the  first  union  Sunday  night  services  began  at 
Kinsley,  Kan. ;  the  local  band  was  engaged  to  help  in  the  Sun- 
day evening  services.  Nothing  will  show  the  strength  of  the 
churches  and  enforce  their  demands  on  the  public  attention  like 
such  sensible  out-o'-door  union  meetings  made  interesting  by 
program  and  cool  location.  Iced  water  should  be  passed  in  the 
audience  and  a  happy  spirited  service  carried  out. 
A  Striking  It  is  very  important  to  have  telling  copy.  Small 
"  Space  "  space  with  striking  "set-up"  will  command  atten- 
Form  tion.     Here  is  an  unusually  good  one  (page  143). 

It  is  not,  as  will  be  noticed,  a  religious  advertisement,  and 
yet  it  suggests  possibilities.  Even  the  words  "Don't  Go  to 
Bed"  might  be  aptly  applied  to  the  following  sentence:  "Until 


PAID  NEWSPAPER  ADVERTISING  143 


Don't  Go 
To  Bed 


until  ydu  have  -written  ytrar  reasons  why  every  home  should  hav© 
a  telephone.  Xwo  good  reasons  are  better  than  six  ordinary^  Ten 
telephones  to  be  given  away.  Time  Is,  growing  short.  Tes,  old  bub- 
scribers  or  ailybody  may  enter  contest  except  company's  employes; 
Either  side  of  the  river.  ' 


Address  "Best  Reasons  Contest," 
314  Vine  St. 


you  have  said  your  prayers,  taught  by  your  Mother,  and  given 
a  thought   to  your   heavenly  Father  who  has   cared   for   you 

during    the    day.     If    you    go  to   Church  on  Sunday  at 

Church,  it  will  help  you  to  make  life's  trials  build  your  bet- 
ter nature." 

Here  is  a  good  illustration,  taken  from  a  display 
ComDosi-  ^^  ^^^  ^^  ^  large  Western  paper,  of  how  not  to  do 
tion  it-     First  appears  the  pastor's  name  and  then  the 

words,  taking  all  this  space: 

Extends  to  you  a  cordial  invitation  to  the  Sunday  services  at  the  First 
M.  E.  Church,  corner  First  and  Wyandott  Streets.  Morning,  11  o'clock. 
Evening,  7:30  o'clock.  Music  at  both  services  under  the  direction  of 
Samuel  J.   Cune. 

The  location  and  the  musical  director  have  both  been  changed 
so  that  they  could  not  be  identified.  There  is  nothing  striking 
about  this  advertisement.  The  pastor's  picture  makes  it 
somewhat  notable,  but  the  wording  ought  to  be  more  com- 
manding and  penetrating. 

^  ,  The  Rev.  L.  F.  Bausman,  in  a    small  town    m 

ling  At-       New  Jersey,  strikes  a  little  closer  to  the  real  thing. 
tention        He    puts    into  a  good    sized    space    similar    sized 
words : 

Attention!     Men! 


144  CHURCH  PUBLICITY 

then  the  subordinate  line: 

Have  you  Religion  in  your  Wife*s  Name? 

and  then  under  that: 

That  is  the  custom  of  Men  who  Fail  to  Meet 

Their  Obligations. 

What  are  Your  Obligations  to  God? 

Come  to  Fairton  M.  E.  Church,  etc. 

The  best  skill,  together  with  the  modern  touch,  is  vitally 
necessary  in  the  preparation  of  display  advertising.  The 
wrong  kind  is   absolutely   worthless. 

One  of  the  leading  lines  of  the  display  advertisements  for 
Des  Moines  is : 

This  Advertisement  is  for  Young  Men. 
Possibly  He  Is  YOUR  Son. 

Every  parent  is  anxious  concerning  the  future  of  the  son 
and  would  naturally  be  attracted  by  the  wording,  and  read  it 
in  the  hope  that  it  might  make  a  good  opening  for  the  young 
man. 

We  must  be  equally  apt  in  commanding  the  attention  of  the 
particular  wares  the  church  has.     As  Mr.  Gardiner  says: 

There  is  truly  a  ready  market  for  church  wares,  if  the  church  analyzes 
it  and  advertises  for  it,  using  not  only  newspaper  publicity,  but  all  the 
methods  of  follow  up  and  auxiliary  advertising  used  by  the  merchant  and 
manufacturer. 

When  the  University  of  Pennsylvania  Glee  Club  appeared 
in  the  writer's  church  he  secured  space  for  a  display  announce- 
ment of  the  fact  in  the  Columbia  Spectator,  a  daily  paper 
issued  for  the  Columbia  students,  which  institution  is  only 
twenty  blocks  from  the  church.  This  brought  the  atten- 
tion of  college  students  to  the  fact  that  another  institution's 
musical  organization  was  to  sing  in  their  neighborhood,  and 
it  was  footnoted  that  at  the  close  there  would  be  a  students' 
reception. 

Benjamin  Mickle  Brown,  of  Chicago,  paid  $100  for  a  space 
about  7x11  inches  in  the  Chicago  Tribune,  which  has  a 
circulation  of  two  hundred  and  fifty  thousand.  In  this  he  merely 
printed  a  passage  from  the  Bible  while  an  invitation  to  his 
church  was  put  in  small  type  at  the  bottom  (page  145). 

When  William  Hinshaw,  the  celebrated  basso,  with  the 
Metropolitan  Opera  Company,  was  secured  for  Sunday  night 
services,  the  writer  purchased  a  three-line  display  space 
announcement   section  of  seven  daily  papers.     It  was  very 


PAID  NEWSPAPER  ADVERTISING  145 

GOD'S  WORD 

JESUS  IS  COMING 

L  THESSALONIANS.  Chapter  4,  Verae  18  to  Chapter  B,  Verae  II 
But  toe  would  not  have  you  ignorant,  brethren,  con* 
cemtng  them  that  fall  asleep;  that  ye  sorrow  not,  even 
as  the  rest,  which  have  no  hope.  For  if  we  believe  that 
Jesus  died  and  rose  again,  even  so  them  tilso  that  are 
fallen  asleep  In  Jesus  will  God  bring  with  him.  For 
this  we  say  unto  you  by  the  word  of  the  Lord,  that  we 
that  are  ntioe,  tfiat  are  left  aivla  thm  tttming  trfike 
Lord,  shall  In  no  wise  precede  them  that  are  fallen 
asleep.  For  the  Lord  himself  shall  descend  from 
heaven,  with  a  shout,  with  the  voice  of  the  archangel, 
and  with  the  trump  of  God:  and  the  dead  in  Christ 
shall  rise  first:  then  we  that  are  alive,  that  are  left, 
shall  together  with  them  be.caught  up  in  the  clouds, 
to  meet  the  Lord  in  the  air;  and  so  shall  we  ever  be 
with  the  Lord.  Wherefore  comfort  one  another  with 
these  words.  But  concerning  the  times  and  the  sea* 
sons,  brethren,  ye  have  no  need  that  aught  be  written 
unto  you.  For  yourselves  know  perfectly  that  the  day 
of  the  Lord  so  cometh  as  a  thief  in  the  night.  When 
they  are  saying.  Peace  and  safety  then  sudden  dcsthuc' 
tion  cometh  upon  them,  as  travail  upon  a  woman  with 
child;  and  they  shall  in  no  wise  escape.  But  ye, 
brethren,  are  net  in  darkness,  that  that  day  should 
overtake  you  as  a  thief;  for  ye  are  ail  sons  of  light, 
and  sons  of  the  day;  we  are  not  of  the  night,  nor  of 
darkness,  so  then  let  us  not  sleep,  as  do  the  rest,  but 
lei  us  watch  and  be  sober.  For  they  that  sleep  sleep 
in  the  night;  and  they  that  be  drunken  are  drunken  in 
the  night.  But  let  us,  since  we  are  of  the  day,  be  sober, 
putting  on  the  breastplate  of  faith  and  love;  and  for  a 
helmet.the  hope  of  salvation.  For  God  appointed  us  not 
unto  wrath,  but  unte  the  obtaining  of  salvation  through 
our  Lord  Jesus  Christ,  whp  died  for  us,  that,  whether 
we  wake  or  sleep,  we  should  live  together  with  him. 
Wherefore  exhort  one  another,  and  build  each  other 
up,  even  as  also  ye  do. 

—Paul  unto  the  Cburch  of  the  ^Thcssalonians. 

ONWARD    PaESBYTERIAN    CHUSCH        EVEBY  N  IGHT  AT  7  O'CLOCK 

OHIO  and  LEAVITT  STS.  meetings  in 

11  A.  M.— SUNDAY  SERVICES— 8  P.  M.  ••  R  I  r"    X  F  VT  '* 

REV.  BENJAMIN  MICKLE  BROWN.  Pastor  **   *    *-*       1.     IV  1^     * 

UBa»m.  Uw  Smct       qUUGQ        Td.  Rudolph  77S  W.  HURON  and    II.  HPYN8 


146  CHURCH  PUBLICITY 

profitable,  since  at  the  service  one  hundred  held  up  their  hands 
as  having  seen  that  particular  advertisement.  Here  is  the 
advertisement : 

HINSHAW  SI"GRACE|j;:nr'c^^^^^ 

Human  interest  stories  have  immense  attractiveness.     Here 

is  one  printed  by  the  Portland,  Oregon,  Association 

Human       -j^   regular   advertising   space.     It   so   pictures   the 

Stories         experiences  of  countless  others  that  one  is  likely 

to  read  it  to  find  out  the  outcome. 

OFFICE  OF  THE  SECRETARY  EMPLOYMENT  DEPARTMENT 

Y.  M.  C.  A. 

Young  man,  stranger  seeking  employment  ($20  his  total  cash  asset): 
If  I  pay  you  $5  for  employment  membership,  I  will  have  only  $15  between 
me  and  starvation. 

Secretary:  If  you  pay  $5  employment  membership,  you  will  have  the 
Y.  M.  C.  A.,  with  all  its  resources,  between  you  and  starvation. 

Result — Young  man  joined  Association.  In  less  than  a  week  he  had 
satisfactory  employment. 

Record  for  Nine  Months  Ending  September  30th 

Call  for  men 1,751 

Positions  filled 1,316 

Employment  membership  guarantees  member  will  secure  employment 
or  refund  of  membership  fee;  gives  two  months'  full  membership  privileges, 
ten  months'  social  privileges,  and  undertakes  to  keep  member  employed 
during  the  full  term  of  membership  without  further  charge.  Constant 
demand  for  Clerical,  Technical,  and   Commercial  Men. 

A  very  successful  copy-producer,  on  hearing  the  story  about 
the  young  man  brought  back  to  the  church  by  the  phrase  '*  A 
Homelike  Church,"  told  in  another  part  of  this  book,  suggested 
this  headline:  "Are  You  the  Man?"  and  under  that,  retailing 
the  story  as  briefly  and  as  humanly  as  possible. 

Mr.  Spencer,  the  publicist  for  the  First  Baptist  Church, 
Hartford,  Conn.,  gives  one  of  its  plans,  as  follows: 

On  Friday  and  Saturday  we  will  use  a  want  ad  something  like  this: 
Wanted — ^1,000  people  to  fill  the  First  Baptist  Church  on  Sunday  evening. 
Mrs.  Susan  Lord  Brandegee,  cellist,  and  Henry  E.  Bonander,  organist, 
will  present  a  half  hour's  recital  before  the  evening  service.  Seats  free. 
Apply    to    Ushers. 

The  writer  has  it  in  mind  when  the  way  opens,  to  try  a  display 


PAID  NEWSPAPER  ADVERTISING  147 

advertisement  asking  for  money  for  religious  publicity.  The 
Anti-Tuberculosis  organization  thus  secures  money  for  carry- 
ing on  its  work  of  warning.  The  charity  organization 
Advertise  ^qq^  \}^q  same.  The  church  ought  also  to  be  able 
Fund  ^^  make  out  a  case  showing  how  it  has  helped  folks 

and  how  further  publicity  will  draw  people  into 
the  church.  If  the  value  of  such  publicity  could  be  burned 
into  the  conscience  of  some  disciples  of  Christ  who  have 
means,  it  would  only  be  a  short  time  before  the  church  would 
be  given  money  for  display  advertisements  in  the  daily  papers. 
This  is  the  most  effective  kind  of  publicity  for  the  church  to  do. 
It  is  the  kind  that  is  least  done  because  it  is  most  expensive. 
It  offers  a  chance  to  preach  the  gospel  that  no  other  pulpit 
in  the  land  provides. 


CHAPTER  VIII 

Making  the  Church  Prominent 

-    The  church  should  be  recognized  as  the  heart  of  the  com- 
munity.    There  is  no  reason  why  it  should  simply  be  noticed 

on  Sunday.  It  ought  and  must  make  itself  felt  all 
OnW?^^       through  the  week.     It  may   then,    in   its   religious 

background,  form  the  moral  mirror  for  the  com- 
munity. It  is  not  a  political  institution,  yet  it  has  a  right  to 
speak  concerning  politics  and  the  men  who  want  office.  It 
is  not  primarily  a  civic  betterment  organization,  yet  it  may 
profitably  help  clean  up  and  beautify  a  community  from  a 
civic  standpoint.  Such  things  not  only  show  the  practicability 
of  the  religion  for  which  the  church  stands,  but  it  also  compels 
folks  to  talk  about  the  church  and  thus  give  it  a  publicity  that 
will  lead  to  consideration.     While  the  writer  was  a  pastor  in 

Kansas  City,  Kan.,  the  superintendent  of  public 
H^^^w^k-  schools,  Mr.  L.  E.  Wolfe,  proposed  a  plan  to  secure 
Illustrated  ^^^  cooperation  of  the  school  children  in  beautifying 

the  lawns  and  gardens  of  cities — and  finally  formed 
an  organization  and  proposed  that  the  writer,  then  pastor  of 
London  Heights  Methodist  Church,  should  be  the  president. 
After  careful  consideration,  consent  was  given.  The  mayor 
cooperated  with  the  president  and  superintendent  to  raise  a 
fund  of  $1,200.  This  fund  was  cut  up  into  numerous  prizes 
for  best  lawns,  cleanest  alleys,  most  artistic  vine-training  on 
porches,  the  choicest  flower  bed  in  a  front  yard,  the  best  vege- 
table garden,  and  countless  other  things  that  set  hundreds  of 
children  to  work  cleaning  up  and  beautifying  the  city.  The 
kind  of  good  for  which  the  church  stood  was  being  done.  At 
the  same  time  the  president  was  recognized  as  the  pastor  of 
a  specific  church. 

The' Rev.  A.  Hamilton  Nesbitt,  at  Palenville,  N.  Y.,  dis- 
covered that  the  railroad  was  about  to  raise  the  rates  to  a  town 
where  many  of  the  citizens  traveled.  He  immediately  inter- 
viewed the  electric  road  and  secured  the  promise  of  a  permanent 

148 


MAKING  THE  CHURCH  PROMINENT        149 

rate  from  tliem.  He  then,  with  a  committee  from  his  church, 
visited  the  railroad  authorities  and  told  them  that  if  they  raised 
the  rate  the  patronage  of  the  town  would  all  be  given  to  the 
electric  line.  In  this  way  he  held  the  fare-charge  to  its 
former  price.  Of  course  the  people  were  grateful  to  the  pas- 
tor of  this  particular  church,  and  because  he  had  demonstrated 
ability  they  were  ready  to  listen  to  his  sermons. 

The  Rev.  Ernest  Williams,  D.D.,  in  Chicago,  found  that 
houses  of  ill  repute  were  creeping  up  to  his  very  parsonage  and 
getting  about  his  church.  They  ridiculed  his  protest.  He 
had  red  blood.  He  organized  a  force  of  detectives  among  his 
men.  Soon  the  "madams"  found  him,  authorized  as  a  special 
officer,  swooping  down  upon  them  with  a  corps  of  police,  after 
gathering  evidence  that  compelled  their  conviction.  He  thus 
routed  them  out  of  his  neighborhood.  He  did  it  in  such  a 
sincere  and  manly  way  that  there  was  no  show  of  the  spec- 
tacular about  it.  He  earned  the  respect  of  even  the  out- 
lawed class.  It  was  not  remarkable  that  shortly  afterward  he 
was  elected  to  the  Legislature  on  a  Prohibition  ticket  from  a 
neighborhood  never  suspected  of  having  such  sentiments. 

The  Rev.  Wilkie  C.  Clock,  while  a  pastor  in  a  country  neigh- 
borhood where  dairying  was  common,  arranged  an  institute 
at  his  church  to  explain  the  best  method  of  handling  milk  and 
of  making  butter  and  of  caring  for  stock.  This  benefited  the 
community  and  earned  their  gratitude.  The  pastor  at 
Dunkerton,  la.,  did  the  same,  but  added  a  brass  band  and 
followed  it  with  agriculture  pamphlets  and  a  Chautauqua 
course. 

The  pastor  of  the  First  Reformed  Church  in  Coxsackie,  N.  Y., 
arranged  a  harvest  home  festival.  He  secured  Dr.  W.  H. 
Jordan,  "Director  of  the  New  York  Agricultural  Experiment 
Station  at  Geneva,  New  York.'*  He  urged  all  the  farmers  to 
drive  in  to  hear  Dr.  Jordan.  He  then  announced  that  supper 
would  be  served  at  five  o'clock,  and  that  ice  cream  and  cake 
would  be  on  sale  during  the  afternoon.  The  farmers  were 
bound  to  hear  something  of  practical  benefit,  and  they  were 
compelled  to  come  to  the  church  building  to  get  it. 

A  retired  Methodist  preacher  in  Kansas  became  the  greatest 
corn-raising  specialist  in  all  that  community.  A  pastor  planned 
a  similar  festival  and  invited  this  specialist  to  give  them  the 
benefit  of  his  information.  He  also  arranged  with  helpers  of 
farmers  such  as  seed  and  implement  dealers  to  make  exhibits. 


150  CHURCH  PUBLICITY 

There  is  no  more  lonely  place  than  the  ordinary  small-town 
depot.  The  church  may  make  itself  felt  helpfully  by  placing 
in  the  depot  a  reading  rack  of  papers  and  a  good  Bible,  which 
some  belated  traveler  may  pick  up  because  it  is  there.  At 
Wheatland,  111.,  a  Sunday  school  class  of  girls  met  the  trains 
and  helped  young  girls  from  one  depot  to  another  when  they 
changed  cars.  They  wore  "Travelers'  Relief"  badges,  which 
also  named  the  church. 

The  pastor  of  the  Methodist  Church  at  Palenville,  N.  Y., 
found  that  the  men  had  no  place  to  go  for  sociality.  He  dis- 
covered an  empty  storeroom  which  could  be  rented  cheaply. 
He  organized  the  men  of  the  town  without  reference  to  his 
church  and  raised  enough  money  to  properly  equip  it  with 
wholesome  amusements,  even  to  a  pool  table,  and  opened  this 
room  as  a  reading  and  game  room.  He  saw  to  it  that 
church  men  predominated  and  governed  it  in  vital  things. 
Men  were  compelled  to  keep  their  language  clean  in  this  atmos- 
phere, and  since  many  Christian  men  came,  there  was  always 
a  suggestion  of  the  manly  Christ.  The  leaven  was  thus 
brought  in  contact  with  needy  hearts.  Later  he  became  man- 
ager of  the  local  ball  club  and  stopped  Sunday  games. 

Liberty,  N.  Y.,  a  town  of  twenty-two  hundred  population, 
has  the  best  arrangement,  for  its  size,  that  the  writer  knows. 
The  Rev.  William  Ackroyd,  the  efficient  pastor  of  the  Methodist 
church  there,  under  whose  control  the  hall  is,  writes  a  descrip- 
tion of  it.  It  was  erected  by  the  most  prominent  merchant  of 
the  town,  who  is  also  president  of  the  bank,  Mr.  J.  C.  Young, 
as  a  memorial  to  his  mother,  and  hence  it  is  called,  "The  Louise 
Kimball  Young  Memorial  Hall."  A  small  work  for  boys  was 
conducted  in  a  building  near  by,  and  this  gave  a  suggestion  to 
Mr.  Young  to  keep  his  promise  to  his  mother,  who  had  urged 
him  to  do  something  for  her  old  church.  The  building  and 
grounds  with  furnishings  cost  about  $20,000.  It  has  a  large 
gymnasium,  a  fine  parlor,  shower  baths  in  the  cellar,  and 
three  or  four  splendid  rooms  fitted  up  for  reading  and  games 
and  meeting  rooms.  The  boys  are  organized  from  the  young 
man  down  to  the  little  fellow,  while  the  girls  are  organized 
from  the  adult  Camp  Fire  girls  down  to  the  smaller  ones.  These 
young  people  go  into  camp  annually  at  White  Lake  near  by. 
The  Brotherhood  organization  and  all  the  ladies'  societies  of  the 
church  meet  in  the  building.  The  women  of  the  town  have  also 
organized  a  social  club,  which  gathers  here  regularly.     While 


MAKING  THE  CHURCH  PROMINENT        151 

the  boys  and  girls  must  attend  some  Sunday  school,  many  of 
them  are  Jews  and  Roman  CathoHcs.  The  Methodist  Church 
is  in  control,  and  Mr.  Young  pays  a  large  share  of  the  running 
expenses,  though  there  are  dues  from  all  the  organizations  that 
meet  there,  and  the  hall  is  frequently  rented.  Dr.  Ackroyd 
is  enthusiastic  in  the  belief -that  this  hall  connected  with  his 
church  has  been  of  untold  benefit  to  the  town  a^  a  whole.  Of 
course  the  church  which  backs  and  directs  it  must  get  the  credit. 
While  Dr.  Mills  was  pastor  of  First  Methodist  Church, 
Boston,  he  inaugurated  a  Sunday  afternoon  social.  He  was 
in  the  midst  of  a  boarding  house  neighborhood,  where  there 
were  numberless  young  people,  likely  to  be  lonely  and  home- 
sick. He  began  with  a  mere  handful,  but  the  attendance  soon 
ran  to  two  or  three  hundred.  Many  of  them  stayed  to  the 
Epworth  League  service  at  six-thirty  o'clock  and  to  the  after- 
service.  He  announced  it  as  follows:  "Everv  Sunday  after- 
noon from  5  to  6:30,  singing,  chatting,  social  lunch,  and  a 
homelike  time  for  you."  That  drew  people  in  and  gave  the 
membership  a  chance  to  do  personal  work  in  the  interest  of 
religion.  These  young  people,  after  having  a  good  time, 
went  out  to  be  publicity  agents  for  that  church. 

It  is  the  custom  of  Grace  Methodist  Church  to  take  roses  to 
the  hospitals  where  the  poorer  patients  are  sent.  The  ladies 
themselves  give  the  roses  to  individuals  and  tie  around  them 
an  announcer  which  is  full  of  news  concerning  the  church. 
This  unnoticed  class  are  so  appreciative  that  they  remember 
this  attention  and  are  grateful  to  the  church  which  renders  it. 

It  was  once  customary  in  New  York  city  for  the  churches  to 
manage  great  boat  excursions.  While  the  writer  was  a  pastor 
m  Denver  he  was  able  to  arrange  with  the  Moffat  Road,  just 
opened  through  virgin  mountain  territory,  one  of  the  first 
excursions  of  the  Summer.  Other  schools  were  secured,  but 
only  as  the  cooperators  with  Grace  Church.  All  kinds  of 
publicity  was  sought,  and  every  time  the  name  of  the  church 
was  worked  in.  Six  big  trainloads  were  taken.  Every  pos- 
sible arrangement  was  made  to  secure  the  comfort  and  pleas- 
ure of  the  crowd.  They  had  all  gone  on  an  excursion  managed 
by  a  church,  and,  having  had  an  unusually  good  time,  went 
back  with  gratitude  to  that  church  which  had  managed  it. 
Mr.  Nesbitt  followed  a  similar  plan  in  his  town  of  five  hun- 
dred population  very   effectively. 

It  pays  to  do  a  few  things  of  size  rather  than  many  little 


152  CHURCH  PUBLICITY 

things,  and  thus  push  the  church  prominently  into  the  minds  of 
the  people.  The  church  has  a  right  to  preempt  all  the  holidays. 
Many  will  be  lonely  and  unnoticed  if  something  of  a  general 
sort  is  not  arranged  at  the  church.  Only  a  few  will  be  invited 
out.  Splendid  entertainments  and  socials  can  be  arranged  for 
Saint  Patrick's  Day,  Washington's  Birthday,  Saint  Valentine's 
Day,  and  so  on. 

The  writer  has  found  it  particularly  apt  to  have  an  enter- 
tainment on  the  evening  of  a  holiday.  It  is  markedly  true 
especially  in  the  city,  that  people  are  tired  out  from  loafing 
during  the  day.  When  night  comes  they  are  ready  to  go 
some  place.  The  theatres  are  always  packed,  hence  it  has 
been  the  custom  at  Grace  Church  to  provide  motion  pictures 
or  another  sort  of  entertainment  on  these  evenings.  The 
audience  room  has  always  been  filled,  and  usually  by  stran- 
gers, who  are  grateful  for  a  happy  and  clean  place  to  spend 
the  evening. 

This    is    the    day   for    banquets.     Eating    always    increases 
sociability.     The  church  has   a  right  to  have  the  most  not- 
able banquets  in  the    city.     While    the  writer  was 
Banquets    ^^^  pastor  of  Grace  Church,  Denver,  the  Methodist 
Brotherhood  arranged  a  banquet  with  the  follow- 
ing program: 

Toasts 
Toastmaster,  Judge  D.  B.  Liddell 

Invocation Christian   F.    Reisner 

Close  by  repeating  together  John  Wesley's  "grace  at  meat"  as  follows: 
"Be  present  at  our  table,  Lord, 

Be  here  and  everywhere  adored. 
These  creatures  bless,  and  grant  that  we 
May  feast  in  paradise  with  thee." 

Toasts 

"How  Can  the  Church  Help  the  State?" 

His  Honor,  Governor  John  F.  Shafroth. 
"How  Can  the  Church  Help  the  City?" 

His  Honor,  Mayor  Robert  Speer. 
"How  Can  the  Church  Help  the  Schools?" 

Superintendent  of  Schools,  Dr.  C.  E.  Chadsey. 
"How  Can  the  Church  Help  the  World?" 

Bishop  Henry  W.  Warren. 
"My  Impressions  of  Denver  Church  Life." 

Rev.    C.   B.   Wilcox,   D.D.,   Pastor  Trinity   Methodist   Church. 

The  newspaper  reported  the  speeches  of  these  public  officials 
prominently  and  the  men  became  permanent  friends  of  the 


MAKING  THE  CHURCH  PROMINENT        153 

church.     Former  Governor  Shafroth  is  now  the  United  States 
senator  from  Colorado. 

The   Methodist  Brotherhood  of  Grace  Church,  New  York 

city,  through  the  kind  cooperation  of  the  late  Mayor  William 

J.  Gaynor,  arranged  another  notable  banquet  of  toasts : 

Invocation,  Rev.  Allan  MacRossie,  D.D. 

Toasts 

Christian  F,  Reisner,  Toastmaster 

General  subject — "The  Church  and  the  City" 

His  Honor,  Mayor  William  J.  Gaynor 

"The  Church  and  Civic  Administration" 

Chief  Justice  Isaac  Franklin  Russell 

"The  Courts" 

Commissioner  Ernest  J.  Lederle 

"Health" 

Commissioner  Raymond  B.  Fosdick 

"Accounts" 

Commissioner  Rhinelander  Waldo 

"Police" 

Commissioner  Joseph  Johnson 

"Fire" 

Commissioner  William  H,  Edwards 

"Street  Cleaning" 

No  better  publicity  is  possible.  These  men  were  afterward 
steadily  the  friends  of  the  church,  and  were  able  to  show  their 
friendliness  in  many  ways. 

It  is  surprising  how  gladly  public  officials  will  attend  a  church 
dinner.  Religious  leaders  stand  off  too  cautiously.  We  do 
not  commend  the  administration  in  toto  because  we  invite 
them,  but  we  do  strengthen  their  moral  purposes.  At  the  close 
of  the  Gipsy  Smith  meeting  in  Denver  the  Executive  Com- 
mittee gave  a  dinner  to  the  Denver  city  officials,  who  so 
graciously  assisted  with  the  Gipsy  Smith  evangelistic  meeting. 
The  policemen,  the  firemen,  the  superintendent  of  the  audi- 
torium, and  other  public  officials  were  invited.  The  church 
can  have  no  better  publicity  agents  than  public  officials  when 
they  feel  kindly  disposed. 

In  the  same  way  it  is  well  to  ask  prominent  public  officials 

to  speak  at  church.     The  Hon.  Frank  Moss,  who 

nent^Men  ^^^^^^icted   the   gunmen   in   the   Rosenthal   case   in 

Speak  New  York  city,   is   a  prominent  Methodist.     His 

son  is  a  minister.     He  speaks  very  effectively  Sunday 

night  in  many  churches. 


154 


CHURCH  PUBLICITY 


When  William  Jennings  Bryan  lectured  in  Grace  Church, 
Mayor  Gaynor  was  invited  and  accepted  the  position  of  chair- 
man, and  introduced  him.  Many  notable  men  were  in  the  au- 
dience. Banquets  can  be  arranged  in  small  towns  and  be  just 
as  attractive.     Here  is  a  program: 

Toasts 

1.  On  Methodism — 

A.  In  Chicopee  Falls,  C.  J.  Sheaver,  Official  Board. 

B.  In  America,  E.  F.  Spear,  Epworth  League. 

C.  Abroad,  Jennie  Brill,  Standard  Bearers. 

2.  What  We  Owe  the  Women — 

Mrs.  Wheaton  Bosworth,  Ladies'  Circle. 

3.  The  Angels  of  the  Triangle — 

Benj.  Simpson. 

4.  Address — 

Attorney  A.  J.  Morse,  Northampton. 

5.  Team  Work— 

Dr.  J.  P.  Kennedy. 

The  following  is  a  good  sample: 


"All  ye  are  l>(elhren."-M*l.  23-6 
of  the 

Warren  Chapter 


V 


Methodist  Brotherhood 


GRACE  ^p7s"c?.^p'^I  CHURCH 

Comer  Btnnock  and  W.  I3lh 

DENVER 

CHRISTIAN  F.  REISNER.  D.  D. 

Friday,  December  lOth,  8  p.  m. 

EVANS  CHAPEL 


MAKING  THE  CHURCH  PROMINENT        155 

Nobby  ^^^  -^^^-  ^^^^^^   A.  Duvall,  D.D.,  of  Gordon, 

Card  I*^-'   prepared   a  nobby  form   for  young  people — 

23/^x3  inches  when  folded: 


fsscnn  Coasta 

Products  of  the  Desert  "Welcome," 

Toastinaster  Ch'arles  Rice. 


Girl's  Names 
Sidewalk  Slippers  'With  Clusters 


"Response," 
Mabel  Balliet. 
"The  League  and  the  Past,' 
(2ijiiig  Mrs.  Arthur  Hubler. 


"The  League  and  the  Present," 
.Small  Boy's  Standby  Viola  Wintersteen. 


Crystallized  Nectar         Infant's  Delight 


"Our  Poet,"      Tillie  Smith. 
"The  League  and  the  Church," 
Communication  Cordial  ^^'^'^'^  Constantino. 

"Prospects,"  Pastor,  G.  A.  Duvall. 
Condensed  Sweetness  Business. 


It  ought  not  to  be  left   to   the   Chamber  of  Commerce  or 

some   miscellaneous   group   to   give   recognition   to 

Teachers'    ^^™^    '^^^^^   public    servant    who   has    unselfishly 

Receptions  ^o^ght  for    righteousness    in    a    community.      One 

church    suggested  what  many    should    do    by    the 

following  service: 

Show  Your  Appreciation 

of  our 

Brockton  Public  School  Teachers 

by  your  presence  at  the 

RECOGNITION  SERVICE 

South  Congregational  Church,  April  30,  7  P.M. 

The  Quartet,  Women's  Chorus,  Girls' 

Chorus,  and  Organ 

In  many  towns  auditoriums  are  erected  for  union  evangelistic 
services.     Before  they  are  torn  down  public  meetings  with  a 

religious  flavor  can  be  held  in  them  which  will  be  un- 
Union  denominational,  and  so  offer  a  chance  to  put  some 

Taber-  prominent  men  on  record.  When  the  Gipsy  Smith 
nacles  meetings  had  closed  in  Portland  a  peace  meeting  was 

arranged,  with  addresses  by  David  Starr  Jordan, 


156 


CHURCH  PUBLICITY 


Governor  West,  and  Mayor  Rushlight.  The  choruses  arranged 
for  the  revival  services  were  also  utilized.  This  compelled  the 
objector  to  recognize  that  the  churches  were  inter- 
ested in  other  great  questions,  and  at  the  same 
time  enabled  the  implanting  of  important  truths. 
Another  very  wise  pastor  made  the  following  pro- 
gram for  a  watch-night  service: 


Public 
Men  at 
Watch- 
night 


MASS 
MEETING 

MEN 
BOYS 

BAPTIST 
CHURCH 

THE  LAST  NIGHT  OF  THE  OLD  YEAR 

FIVE  MINUTE  ADDRESSES  BY 

J.  F.  Shoemaker G.  A.  R. 

E.  T.  Kelsey S.  of  V. 

C.  H.  Reynolds P.  O.  S.  of  A. 

W.  R.  Weller I.  O.  O.  F. 

F.  A.  Bell  F.  and  A.  M. 

W.  T.  Clarke Pres.  B.  B. 

John  Essington  Miles Minister 

"THEME 

THE  CALL  OF  THE  NEW  YEAR  TO  THE  MANHOOD 

AND  BOYHOOD  OF  WAVERLY. 
MEET  IN  SCHOOL  ROOM SEVEN  THIRTY 


On  the  other  side  of  this  card  was  announced  a  service  for 
women  and  girls,  with  the  following  program: 


The  Last  Night  of  the  Old  Year 
Five-minute  Addresses  by  Representatives  from 
The  Sunshine  Club 
Auxiliary  of  the  S.  of  V. 
Patriotic  Order  of  America 
Woman's  Christian  Temperance  Union 
Lodge  of  Rebekahs 
Order  of  the  Eastern  Star 
and  other  speakers. 

Theme 
The  Call  of  the  New  Year  to  the  Womanhood  and  Girlhood  of   Waverly. 


MAKING  THE  CHURCH  PROMINENT        15T 

While  in  the  West,  the  writer  discovered  a  remarkable 
travelogue  lecturer  who  was  willing  to  come  into  his  church 

for  two  or  three  weeks.  Mr.  F.  R.  Roberson  was 
Travel-  ^j^^g  secured,  and  opened  in  the  early  fall.  The  time 
Lecturer      ^^^  ^^^  very  propitious,  but  persistent  advertising, 

with  beautiful  pictures  and  a  rarely  gifted  lecturer, 
soon  gathered  the  people  in.  Hundreds  attended  who  had 
never  before  known  that  a  church  was  located  at  the  point  they 


1500   SEATS 


Will  100  01  mm 


For  ten  cents  you  can  visit  a  whole  country 
in  one  evening  at  Grace  Methodist  Church, 
W.  104th,  Bet.  Amsterdam  and  Columbus 
as  follows : 

Dec.  2  1 .  Grand  Canyon 

22.  Mexico 

23.  Turkey  and  Tripoli 
'•     26.  Holland 

27.  India 

28.  Norway 

29.  Bavaria  and  the  Alps 

30.  Passion  Play 

ROBERSON'S   MARVELOUS 

TRAVELOGUES 
MOVING  cotSgBD  PICTURES 

P.  S.— A  few  reserved  seats  at  25c. 

P.S. — Kahn  Musical  Family,  Sunday  night, 
December  24th. 


found  it.  Mr.  Roberson  was  secured  the  second  year  and 
continued  his  high-class  entertainment.  The  people  were 
grateful    because  such  a  lecturer  was  brought  in  their  midst 


158  CHURCH  PUBLICITY 

and  they  were  permitted  to  attend  at  small  cost.  Many  actual 
members  of  the  church  were  secured  as  a  result  of  these  two 
series  of  travelogues.  Thousands  of  advertising  cards  were 
distributed  to  announce  it  and  people  did  not  repel  or  reject 
them  who  would  have  done  so  if  it  had  been  an  announcement 
of  a  church  service.  Even  the  public  school  children  were 
given  hundreds  of  them  to  take  home. 

All  cannot  secure  as  strong  an  entertainer  as  this,  but  neither 
will  they  be  competing  against  the  tremendous  attractions 
of  the  great  metropolis.  The  Rev.  Frank  B.  Lane, 
Enter-  pastor  of  the  First  Baptist  Church,  Vineland,  N.  J., 
Course  prepared  a  series  of  four  entertainments  placed 
one  month  apart.  He  sold  a  full-course  ticket  to 
the  four  at  twenty-five  cents,  while  a  single  admission  was 
ten  cents.  On  all  the  announcements  he  pushed  forward 
the  fact  that  the  church  offered  a  spiritual  home  for  all  kinds 
of  people. 

The  Centenary  Methodist  Church  in  Chicago  ran  such  an 
entertainment  every  Thursday  evening,  under  the  auspices 
of  a  special  committee.  They  were  announced  as  follows: 
Entertainments,  Travelogues,  Musicales,  Illustrations,  and  it 
was  declared  that  they  were  free  to  those  who  had  tickets, 
which  could  be  secured  every  Sunday  morning  at  the  Sunday 
school. 

The  Rev.  T.  R.  Wallace,  D.D.,  at  Middletown,  N.  Y., 
arranged  a  series  for  every  Saturday  night.  He  secured  the 
best  possible  talent,  and  soon  his  auditorium  was  packed  and 
standing  room  was  at  a  premium.  He  used  the  occasion  to 
send  a  letter  of  announcement  to  every  member  of  his  church 
weekly.  They  were  interested  in  the  attraction  and  did  not 
forget  that  it  was  at  their  own  church.  This  made  them  feel 
good  as  they  found  the  whole  town  was  talking  about  it,  and 
so  they  were  proud  of  being  members  of  that  particular  church. 
They  thus  became  more  loyal  and  regular  in  Sunday  attend- 
ance and  talked  about  the  church  more  generally. 

Courses  can  be  effectively  arranged  even  in  small  towns.  As 
before  noted,  the  Rev.  A.  H.  Nesbitt,  at  Palenville,  and  the 
Rev.  T.  B.  Young,  at  Red  Hook,  N.  Y.,  ran  such  courses. 
The  Rev.  M.  B.  McNutt  writes  that  he  ran  a  lyceum  course 
in  a  country  community. 

When  Messrs.  Stimson  and  Dix  were  running  for  governor 
of  New  York  the  writer  secured  an  interview  with  each  one. 


MAKING  THE  CHURCH  PROMINENT        159 

and  out  of  it  gave  a  fifteen-minute  prelude,  in  which  an  esti- 
mate of  the  candidate's  character  and  a  resume  of  his  views 

were  given,  without  emphasizing  any  preference, 
dates  De-  ^^^  article  was  largely  biographical.  Of  course  the 
scribed        papers  were  glad  to  announce  the  attraction,  and 

also  to  get  the  material.  Both  men  were  thus  in- 
terested in  the  church.  One  became  governor,  the  other  secre- 
tary of  war,  and  could  be  commanded  for  help. 

Grace  Church  purchased  a  complete  motion  picture  outfit. 
Every  Saturday  night  five  reels  are  shown,  and  the  cooperation 

of  an  entertainer  or  a  good  lyceum  company  is 
Picture  ?ecured.  No  admission  is  charged,  but  a  silver  offer- 
Plant  i^g  is  taken  at  the  door.     This  averages  a  little  over 

ten  cents.  It  was  less  embarrassing  to  take  it  there 
than  it  was  to  pass  boxes  through  the  audience,  and  a  larger 
per  capita  of  income  was  insured.  A  plan  will  now  be  inau- 
gurated with  a  course-ticket  admitting  to  fifteen  Saturday  night 
entertainments  which  will  be  sold  for  $1.  This  will  create  a 
guarantee  fund  which  will  make  it  possible  to  hire  talent 
which  will  not  come  on  a  percentage  basis.  It  is  notably  true 
that  the  regular  church  members  do  not  attend  the  Saturday 
night  entertainment.  It  is  largely  strangers.  The  regular 
services  are  announced  and  printed  material  is  distributed, 
in  the  hope  that  these  visitors  may  be  brought  back  to  the 
church  services. 

There  are  tremendous  possibilities  in  motion  pictures  for  the 
church.  They  can  be  used  effectively  Sunday  night  and  in 
the  Sunday  school  and  for  entertainments.  The  Motiograph 
machine^  was  purchased,  because  after  investigation  it  seemed 
less  likely  to  be  easily  damaged  and  yet  at  the  same  time 
renders  excellent  service.  It  has  fulfilled  all  promises.  Scores 
of  churches  are  putting  in  complete  motion  picture  plants  and 
are  defeating  the  cheap  theater  with  its  detestable  pictures,  or 
else  are  driving  it  to  improve  in  the  character  of  the  films 
shown.  In  some  smaller  towns  where  objectionable  pictures 
are  shown  four  or  five  churches  combine  and  rent  a  store 
building  and  fit  up  a  plant  to  show  clean,  delightful,  and  in- 
structive pictures. 

A  catalogue  of  absolutely  unobjectionable  reels  can  be 
secured  by  addressing  the  Educational  Department,  General 
Film  Company,  200  Fifth  Avenue,  New  York  city. 

1  Manufactured  by  the  Enterprise  Optical  Manufacturing  Company,  Chicago. 


160  CHURCH  PUBLICITY 

During  the  last  national  campaign  the  Chelsea  Methodist 
Church,  in  New   York   city,   secured  a   representative    from 
each  of  four  of  the  political  parties  to  speak  in  one 
Political      evening  and  declare  why  his  candidate  should  be 
Party  elected.     The     program     included     the     following: 

Sft^ver^'  Democrat,  Hon.  Joseph  D.  Baucus;  Republican,  D. 
W.  Steele,  Jr.;  Prohibition,  Dr.  T.  Alexander  Mac- 
Nicholl  (candidate  for   Governor);  Progressive,  Judge  Albert 
Dulan. 

The  writer  employed  the  same  plan  while  in  Denver,  and 
limited  the  audience  to  men.  The  Socialists  were  given 
representation  and  came  in  large  numbers.  It  is  a  very 
effective  and  fair  method.  It  enables  some  people  to  see  the 
candidates  and  to  hear  the  cause  presented  who  would  prob- 
ably not  otherwise  give  the  matter  strong  consideration. 

A  brilliant  lecturer  was  a  candidate  for  Congress  many 
months  before  the  time  of  nomination.  He  offered  to  lecture 
without  charge  on  a  non-political  subject.  The  writer  sug- 
gested that  he  be  allowed  to  send  out  ten  thousand  postal 
cards  to  the  voters  of  the  community  announcing  the  lecture  at 
Grace  Church.  Of  course  the  lecturer  was  to  foot  the  bill. 
This  made  possible  personally  addressed  postal  cards  to  be 
sent  to  a  great  numi3er  of  people  who  would  not  otherwise 
notice  the  church. 

Election  night  it  was  found  that  one  of  the  Redpath  Lyceum 
Company's  best  entertainment  groups  could  be  secured.  Ar- 
rangements were  made  with  a  daily  paper  to  receive 
Election  returns.  The  meeting  began  in  the  Sunday  school 
Returns  pqqj^j^  ^^t  soon  the  crowd  was  so  large  that  it  was 
adjourned  to  the  auditorium,  which  was  packed.  The  people 
were  given  a  great  deal  of  fun  interspersed  with  the  an- 
nouncement of  the  returns.  Scores  came  to  the  church 
rather  than  stand  on  the  streets  to  hear  how  the  election  was 
going.  They  had  such  a  delightful  evening  that  they  will 
never  forget  the  church.  A  number  of  people  wrote  personal 
cards  commending  the  plan.  During  the  early  part  of  the 
evening  a  young  man  was  stationed  in  front  of  the  church  to 
announce  the  returns  with  a  megaphone,  while  by  his  side 
was  posted  a  blackboard.  This  gathered  the  crowd  outside, 
and  then  they  were  constantly  invited  to  come  inside  where 
they  would  hear  the  returns  equally  well  and  have  an  enter- 
tainment at  the  same  time.     No  admission  was  charged,  but 


MAKING  THE  CHURCH  PROMINENT        161 

a  collection  was  taken.  This  made  a  handsome  return  be- 
cause the  people  were  so  grateful. 

The  people  must  have  entertainment.  In  the  stress  of  this 
day  it  is  more  necessary  than  ever.  The  theater  too  often  ap- 
peals to  the  lower  nature  to  get  the  thrill  demand- 
Courses  ^^*  Independent  organizations  running  lyceum 
Profitable  courses  must  pay  rental  for  buildings  and  also  get 
out  independent  advertising.  The  church  has  an 
auditorium  and  means  which  can  be  used  with  small  additional 
cost  to  be  employed  in  publicity.  When  people  are  brought 
to  the  church  for  any  cause  whatsoever  they  are  likely  to  come 
again.  That  visit  will  remind  them  of  early  training  or  former 
habits.  It  will  at  least  stir  up  the  latent  desire  for  religion 
which  is  in  every  life.  If  this  spark  is  kindled,  it  may  lead 
the  person  to  a  religious  dedication. 

Then,  too,  the  church  is  to  serve  the  community.  It  is 
absolutely  sinful  to  have  a  building  costing  from  $10,000  to 
$500,000  idle  much  of  the  time.  Of  course  its  very  presence 
is  an  advertisement  that  some  men  believe  in  and  worship 
God  and  are  willing  to  sacrifice  to  make  that  fact  known. 
But  there  are  so  many  unhappy  and  discouraged  people  on 
earth  that  if  we  serve  God  and  humanity  we  must  cheer  them  in 
every  possible  way.  The  writer  does  not  have  much  sympathy 
with  the  institutional  church  which  forgets  the  emphasis  on 
vital  religion.  He  does  believe,  however,  that  these  helps  can 
be  employed  to  secure  hearers  for  a  spirited  and  vital  gospel. 

It  will  be  found  very  attractive  if  arrangements  can  be  made 
with  a  conservatory  in  the  city  to  give  one  or  a  series  of  con- 
certs  in  the  church.  Such  an  institution  is  glad 
vatorv^'  usually  to  demonstrate  what  its  teachers  and  pupils 
Concerts  ^^^  ^^'  ^^^  ^^^^  ^^^  without  expense.  They  secure 
a  good  deal  of  advertisement  from  it  and  bring  their 
friends  with  them,  while  strangers  are  attracted  by  good 
music.  The  New  York  School  of  Music  and  Art  and  the 
Conservatory  of  Musical  Art  and  the  Von  Ende  Music  School 
have  all  responded  to  such  a  plan  in  New  York. 

It  is  possible  that  the  first-class  music  dealer  of  the  city 
would  also  be  willing  to  arrange  a  high-grade  concert  for  the 
advertisement  his  store  would  get  out  of  it.  He  could 
command  artists  that  the  church  could  not  afford  to  hire. 
Always  the  church  takes  a  loose  collection  at  the  door  to  pay 
for  opening  the  room. 


162  •  CHURCH  PUBLICITY 

The  church  should  be  the  most  social  institution  on  earth. 
Jesus  performed  his  first  miracle  at  the  gala  social  occasion  of 
the  Jews,  the  wedding  at  Cana.  The  writer  will  not  under- 
take to  give  detailed  plans  here,  since  most  of  them  were 
shaped  up  for  his   book,  Social  Plans  for  Young  People. 

Home   talent  playlets   accomplish   much   good  if  carefully 

guarded.     Young  people  enjoy  acting  in  these  things,  and  they 

do  little  more  than  they  would  in  reciting  a  piece 

t^^  t  ^^  school  or  taking  part  in  a  dialogue.  All  their 
tainment  friends  are  interested.  Preparation  draws  their  at- 
tention away  from  other  things  and  ties  it  up  to 
the  church.  They  make  friendships  in  the  church  and  so  con- 
tinue their  loyalty.  Even  the  older  folks  get  much  happiness 
out  of  reproducing  them.  "The  Village  Post  Office"  was  given 
at  Grace  Church,  with  four  members  of  the  official  board 
taking  prominent  parts.  It  did  not  hurt  their  dignity  or  stand- 
ing; it,  rather,  gave  them  a  tighter  grip  on  the  young  people 
who  were  delighted  to  discover  that  they  had  not  lost  their 
youth. 

It  is  well  to  bring  in  the  glee  club  of  the  college  which  the 
local  church  patronizes.  Recently  a  splendid  group  of  young 
men  came  from  Pennington  Seminary,  the  pre- 
CoUege  paratory  school  located  at  Pennington,  N.  J.  They 
Clubs  ^^^S  Sunday  night,  and  at  the  close  met  a  great 

many  young  people  who  will  now  be  interested  in 
that  school.  Advertising  church  schools  helps  the  church,  for 
stanchest  members  are  made  in  such  institutions. 

The  Glee  Club  from  Wesleyan  University  gave  a  Saturday 
night  concert  in  the  same  way,  and  since  then  the  young  people 
have  a  definite  longing  to  know  more  about  a  school  which 
could  send  out  such  a  fine  company  of  young  men.  It  is  the 
church's  business  to  see  that  young  people  are  kept  at  school, 
so  that  they  may  be  better  prepared  to  serve  the  world.  It  is 
easy  to  draw  in  the  alumni  of  such  schools  when  the  glee  clubs 
appear. 

It  is  our  business  to  use  every  possible  method  to  catch 

different  kinds  of  people.     One  method  will  attract  attention 

from  one  person,   w^iile  it  will  require  an  entirely 

^*^At  ^^"   different    method    to    catch    another   person.     The 

tendants     commercial  institution  employs  everything  possible 

to  win  the  thought  of  prospective  customers.     The 

church  must  do  the  same.     Some  method  must  be  devised  to 


MAKING  THE  CHURCH  PROMINENT        163 

arouse  the  church,  so  that  it  will  take  care  in  a  vital  way  of 
the  people  who  thus  come  iifto  its  atmosphere,  and  even  into 
its  membership,  for  if  these  people  are  made  happy,  they  will 
„      ,  come  back  again  and  bring  others  with  them. 

N^giit  Fel-  The  Rev.  A.  Hamilton  Nesbitt  describes  a  Sun- 
lowship       day  night  plan  followed  in  his  small  town: 

Once  a  month  we  have  a  half  hour  after  evening  service 
in  lecture  room,  serve  ice-cream  and  cake  or  some  other  light  refreshments 
and  have  some  one  give  a  short  talk  on  live  topic  and  give  summer 
boarder  and  resident  chance  to  exchange  ideas  on  church  work. 

When  college  glee  clubs  appear  at  Grace  Church  they  are 
invited  to  sing  a  few  good  songs  in  the  parlors  at  the 
close  so  that  the  alumni  may  meet  each  other  and  prospective 
students  may  be  discovered.  Strangers  are  also  drawn  into  ac- 
quaintanceship circles.  Frequently  personal  work  leads  to  con- 
versions. Nothing  is  so  valuable  for  publicity  purposes  as  the 
resultant  happiness. 

There  ought  to  be  no  objection  to  drawing  people  into  an 
entertainment  where  they  are  made  happy  and  where  they  are 
refreshed,  and  at  the  same  time  reminded  that  the  church  has 
furnished  it  all. 

Outside  of  the  advertising  matter  which  is  sent  out,  the  very 
fact  that  people  are  drawn  in  who  would  not  otherwise  go  to 
a  church  gives  the  best  kind  of  publicity.  It  removes  prejudice, 
and  that  is  a  long  step  toward  securing  a  customer. 

The  "White  Church"  announced  a  whole  week  in  the  fall 

with  many  attractions  to  draw  in  the  people  and 

Att      f       awaken  them  to  be  good  publishers  of  the  happy 

Week  ^^^  interesting  time  possible  at  that  church.     The 

program  read  as  follows: 

A  Great  Rally  Week  from  September  24th  to  October  1st,  inclusive. 
Program 
Monday,  7:45.  Men's  Night,  under  the  auspices  of  the  Tri- 

angle. 
E.  W.  Lord  of  Boston,  formerly  Commissioner 
of  Education  in   Porto   Rico,   will  address 
the  meeting. 
Tuesday,  8  to  10,     Reception  to  the  Choir,  by  the  Ladies'  Vestry 
Circle. 
A  short  entertainment.     Ice  cream  and  cake 
will  be  served. 
"Wednesday,  7:45.     Young  People's  Social  under  the  auspices  of 
the    Epworth    League    and    the    Standard 
Bearers. 


164  CHURCH  PUBLICITY 

Thursday,  7:30.  Entertainment  under  the  auspices  of  the 
Sunday  School,  and  reception  to  all  the 
parents  of  the  children  and  to  all  former 
students. 

Friday,  7:15.  Reception  to  the  District  Superintendent  and 

his  wife. 
7:45.  Banquet  followed  by  Toasts  and  Addresses 

by  Attorney  A.  J.  Morse,  Northampton, 
and  Dr.  J.  P.  Kennedy,  District  Superin- 
tendent. 

Saturday,  3:00.  Junior  League  Social.  A  good  time  for  boys 
and  girls. 

One  of  the  best  methods  the  writer  has  ever  tried  led  to  the 
selection  of  three  captains  who  were  each  given  a  committee 
of  twelve  and  put  in  charge  of  one  third  of  the 
"Captains" membership.  Each  group  was  then  to  give  a  social, 
and  Mem-  ^^i^g  ^^d  soliciting  only  the  people  on  its  list. 
Divisiwis  They  were  to  vie  with  each  other  in  giving  the 
best  supper  and  in  the  uniqueness  of  the  menu  cards 
and  programs  and  social  plans  at  the  close. 

The  first  group  put  the  name  of  some  one  after  the  food  item 
which    that   person    specially    liked,   for    example, 

^^^  apple  pie  a  la  mode  was  a  la  Reisner. 

The  third  group,  headed  by  Samuel  Williams,  who  controlled 
a  great  printing  plant,  happened  to  be  the  one  in  which  the  pas- 
tor's family  was  included.  It  prepared  a  beautiful  little  booklet 
with  a  surprise  cut  on  the  front  page,  with  no  name  attached, 
reproducing  the  pastor,  his  wife,  and  only  little  laddie.  The 
back  of  the  book  contained  a  number  of  blank  pages  after  a 
most  excellent  program,  and  the  people  were  given  twenty  min- 
utes in  which  to  secure  signatures.  At  the  end  of  that  time 
the  one  who  had  secured  the  most  was  rewarded.  This  book- 
let furnished  a  delightful  souvenir  of  the  occasion,  and  was 
long  kept  in  the  home,  and  thus  constantly  reminded  folks 
who  saw  it  of  the  church. 

Nothing  is  so  effective  as  a  real  friendly  church  supper,  given 
not  primarily  to  make  money  but  to  increase  friendship.  In 
Battle  Creek,  Mich.,  once  a  month  everyone  brings 
SuDDer  provisions  for  a  church  supper.  They  do  it  much 
as  it  is  done  at  a  neighborhood  picnic.  The  pro- 
visions are  all  spread  on  a  table  in  cafeteria  style,  so  that  the 
people  can  help  themselves.  In  Plymouth  Church,  Buffalo, 
N.  Y.,  a  church  supper  is  held  every  Wednesday  night  for  four 
or  five  months.     The  ladies  are  divided  into  enough  groups  so 


MAKING  THE  CHURCH  PROMINENT        165 

that  one  group  has  charge  every  Wednesday  evening  without 
caHing  on  any  a  second  time.  This  group  must  furnish  all 
the  provisions.  Those  who  care  to  eat  supper  come  at  six- 
thirty  o'clock  and  sit  down  together.  No  charge  is  made,  it 
being  supposed  that  everyone  does  his  part  at  least  once  dur- 
ing the  period.  At  seven-fifteen  o'clock  all  the  diners  break  up 
into  groups  in  various  rooms  to  study  missions,  the  Bible,  or  so- 
cial service  textbooks.  At  eight  o'clock  they  gather  for  the 
midweek  pra.yer  service.  The  great  strength  of  this  plan  is 
the  sociability  which  occurs  which  has  made  that  a  notable 
church.  As  a  result,  the  year  these  suppers  were  given  four 
hundred  new  members  joined  the  church.  Everybody  went 
out  to  tell  of  the  happy  time  they  had  had  until  the  whole 
neighborhood  was  talking  about  the  cordiality  exhibited  at 
the  Wednesday  night  services.  They  happily  mixed  practical 
religion  with  it  so  that  people  were  able  to  identify  the  hap- 
piness as  the  fruits  of  religion. 

The  church  has  the  right  to  employ  every  legitimate  method 
to  push  itself  into  high  prominence  in  the  community.  It  must 
not  allow  itself  to  be  counted  of  no  importance  or  to  be  made 
insignificant.  It  is  the  heart,  the  vital  center,  the  fountain 
head  of  the  best  life  of  any  community.  It  must  demonstrate 
that  fact  if  it  is  to  remain  worthy  of  the  name. 


CHAPTER  IX 

Phrases,    Appeals,  and    Flavor    in    Advertising 

Twenty  thousand  men  in  America  are  now  employed  to 
write  advertising  copy.  They  expend  more  than  $290,000,000 
-  --  .  annually  for  newspaper  space  alone.  It  seems  almost 
Army  presumptuous,  therefore,  for  a  minister  to  attempt 

instruction  along  this  important  line.  But  among 
the  twenty  thousand  not  a  single  one  is  employed  to  do 
church  publicity  work,  though  some  may  do  it  incidentally. 
The  writer  will  therefore  be  sure  that  few  experts  in  his  own 
field  can  claim  authority  to  cut  his  proposed  measuring  tapes 
to  pieces.  He  will,  accordingly,  venture  some  rules  and  sug- 
gestions after  vigorous  practice  in  church  advertising  for 
fifteen  years  and  a  limited  amount  of  study  and  wide  obser- 
vation. 

The  advertising  man  is  himself  little  over  twenty-five 
years  old.     True,  the  British  Museum  has  a  published  reward 

for  a  runaway  slave  dating  back  to  3000  years 
Advertis-  ^^^  printed  on  papyrus,  but  that  is  hardly  adver- 
Modern       tising.     Chambers'  Magazine  for  1835  tells  us  that 

"a  few  merchants  are  beginning  to   buy    space   in 
newspapers  to  publish  prices."     A.  T.    Stewart,  according   to 
/Elbert  Hubbard,  wrote  his  own   advertisements.     Here    is    a 
sample : 

Mr.  A.  T.  Stewart  begs  to  inform  the  people  of  New  York  that  he  has 
just  received  a  few  cases  of  Irish  linens,  especially  selected  for  him  in 
Belfast.  These  will  be  open  on  the  sidewalk,  in  front  of  the  Palace  of 
Business,  and  offered  to  the  first-comers  at  fully  ten  per  cent  below  the 
figures  which  the  same  goods  will  bring  after  they  are  carried  into  the  store. 

Less  than  a  half  a  dozen  years  more  will  see  the  church 
with  a  developed  force  of  publicists.  Dr.  Weigle  will  em- 
ploy a  man  to  give  all  his  time  to  publicity  work.  But 
against  the  better  day,  let  us  look  for  a  few  timely  suggestions 
as  to  form. 

166 


PHRASES  IN  ADVERTISING  167 

Everyone  looks  for  the  editors'  personal  talks  in  current 

p  ,      magazines.     We  all  read  after  the  man  who  writes 

Flavor  ^^  though  he  were  sitting  by  our  side.     Hence  the 

skilled   advertising   expert,   Mr.   W.   W.   Manning, 

says,  concerning  the  minister: 

His  appeal  should  be  an  individual  one.  His  personality,  without 
being  featured,  should  raise  a  desire  in  everyone  who  reads,  because  they 
will  come  to  the  church  to  hear  him  define  religion. 

Again  he  says: 

The  word  "you"  is  the  biggest  word  in  the  language.  What  you  can 
get  from  what  I  have  got  to  give. 

That  is  why  the  W.  L.  Douglas  shoe  has  been  such  a  success. 
No  one  can  think  of  it  without  seeing  Mr.  Douglas's  face.  Few 
of  us  who  read  the  display  advertisements  of  Mr.  Wana- 
maker,  fail  to  turn  to  that  space  which  he  personally  writes. 

A  Baltimore  pastor  made  a  striking  impression  by  having  his 
hand  photographed.  It  is  always  held  out  with  a  pose  of 
welcome  that  cannot  be  forgotten. 

Here  is  a  card  which  was  put  out  by  a  layman  who  was 
working  up  attendance  at  a  Bible  class: 

HELLO!  This  is  J.  Leslie  Purdom,  President 
of  the  Harvard  Methodist  Club.  You  are  a 
Harvard  student  are  you  not?  That  is  good, 
I  just  want  to  call  your  attention  to  the  lecture 
in  the  Epworth  M.  E.  Church,  Sunday  Nov. 
13  at  12:10  P  M.,  by  Prof.  J.  H.  Ropes  of  the 
Harvard  Divinity  School.  Prof.  Ropes  is  a 
profound  scholar,  and  an  enthusiastic  speaker, 

and  I  am  sure  that  this  lecture  will  be  of  special  interest  to  you. 

You  will  be  there  you  say?      Thank  you,  I  am  glad  you  are 

coming.    What  is  it?   Oh,  yes!    The  subject  is:  "What  is  the 

Literary  Study  of  the  Bible."     Good-bye. 

The  wording  must  show  a  knowledge  of  men; 
oi'men^^^  as  Mr.  W.  R.  Hotchkin  says: 

We  must  in  some  human  way  open  a  man  's  heart  to  the 
new  thought  that  we  wish  to  inject,  but  it  must  not  be  such  a  text  as 
"Believe  in  the  Lord  Jesus  Christ,  and  thou  shalt  be  saved,"  because  that 
must  come  after  conviction. 


168  CHURCH  PUBLICITY 

As  Mr.  W.  W.  Manning  says: 

Men  or  women  must  be  shown  that  you  know  what  their  Sunday  habits 
are.  You  should  show  an  understanding  of  their  point  of  view  from  their 
standpoint.  If  they  believe  that  you  are  human  and  are  engaged  in  helping 
them  in  an  unobtrusive,  brotherly  manner,  they'll  respond  to  your  appeal 
for  a  portion  of  their  time. 

Through  it  all  there  must  be  the  element  of  confidence, 
the  feeling  that  you  have  something  they  ought  to 
Confident  j^^g^j.  ^^^  something  which  will  strengthen,  develop, 
tion  "  ^^^  satisfy  them.  Mr.  W.  R.  Hotchkin  puts  it  clearly 
from  a  business  man's  point  of  view,  and  thus  it  is 
stronger  than  if  one  in  the  preaching  profession  said  it.  Here 
it  is: 

You  must  command  the  attention  of  men  to  the  fact  that  there  is  some- 
thing in  life  and  in  the  universe  that  is  beyond  their  comprehension;  that 
there  is  something  greater  than  being  born  to-day  and  being  eliminated 
to-marrow  or  in  seventy  years.  And  it  is  needless  to  say  that  the  ordinary 
theological  presentation  of  this  subject  will  not  get  through  the  com- 
prehension of  the  ordinary  man.  And  if  you  can  get  a  man's  mind  to 
recognize  and  accept  this  thought  you  have  made  a  beginning  in  getting 
him  to  recognize  and  to  begin  to  create  in  his  own  mind  the  thought  of 
divinity  and  the  necessity  for  every  man  to  give  consideration  to  a  subject 
that  he  ordinarily  repels  and  forgets.  You  must  catch  a  man's  mind  with 
an  invisible  cobweb  and  week  by  week  and  month  by  month  increase  the 
strength  of  the  line  until  at  last  the  cobweb  becomes  a  cable.  This  re- 
quires a  very  high  order  of  ability  and  knowledge  of  human  nature. 

The  facts  just  stated  easily  lead  to  the  all-inclusive  statement 
that    the    wording  must    appeal    to    the    emotions    as    well 

as  to  the  intellect.  As  Herbert  M.  Harwood, 
Enwtl^ons    Publicity  director  of  the  University   of   Iowa  (the 

advertising  of  a  university  is  a  new  departure),  says, 
in  an  article  in  The  Poster: 

One  of  the  most  interesting  lessons  that  psychology  has  taught  the 
advertising  man  is  that  the  appeal  must  be  both  to  the  intellect  and  to 
the  emotions.     There  must  be  a  mixture  of  each  in  the  successful  "copy." 

Mr.  W.  H.  Johns,  the  worthy  son  of  a  Methodist  minister  and 
a  widely  known  advertising  expert  of  the  firm  of  the  George 
Batten  Company,  puts  it  concretely,  and  completely  when  he 
says,  concerning  the  form  of  advertising  to  attract  the  man 
who  does  not  go  to  church, "Logic,  cold  facts,  warmly  presented." 

The  church  has  the  right  to  stress  the  fact  that  man  needs 
religion  as  he  needs  a  drilled  brain  or  a  well-fed  body.  Happi- 
ness and  eflSciency  are  not  fully  possible  without  religion. 
Beasts  may,  but  man  cannot  live  without  bread  from  God. 


PHRASES  IN  ADVERTISING  169 

But  the  advertising  of  the  church  must  have  a  strong  emo- 
tional element  in  it.  It  must  be  "loaded"  for  the  game  hunted. 
It  must  be  worded  to  reach  that  part  of  the  man  which  it 
can  satisfy  and  build  up.  It  must  be  aimed  and  phrased 
well.     Apt  wording  is  of  priceless  value. 

A  recent  copy  of  System,  the  well-known  magazine,  gives 
a  plan  for  soft-drink  dealers  to  employ  in  advertising.  Instead 
of  playing  up  the  flavor  or  the  quenching  power  of  the  drinks, 
he  would  put  forward  the  words  "It's  wet."  That  appeals  to 
the  man  who  is  dry  for  a  drink,  and  at  the  same  time  it  is 
so  unusual  that  he  will  not  forget  it. 

Here  is  a  sentence  the  writer  recently  used  on  summer  print- 
ing that  approaches  the  same  purpose:  "Iced  Great  Bear 
Spring  Water  in  Individual  Cups."  This  was  for  summer 
services. 

A  young  traveling  man  engaged  to  sell  hooks  and  eyes  in 
Philadelphia  one  day  brought  in  a  phrase  fitting  the  product — 
It  was:  "See  that  Hump.^^"  He  submitted  rhymes 
that^^Fit  ^^  work  with  it  which  were  adopted  and  employed 
for  wide  advertising.  It  was  so  unique  and  so  ex- 
actly described  the  hooks  and  eyes  that  it  immediately  worked 
an  immense  success.  Two  years  in  succession  this  sales- 
man demanded  larger  pay  and  received  it.  The  third  year 
he  asked  for  an  interest  in  the  business,  and  when  refused 
said  that  he  would  resign,  but  when  he  told  them  that  he  had 
patented  the  phrase,  "See  that  Hump?"  and  would  take  it 
with  him,  they  gave  him  stock  in  the  company. 

It  is  said,  playfully,  that  John  D.  Rockefeller  washes  with 
"Gold  Dust"  and  uses  "Diamond  Tires"  for  his  automobile. 

Two  brothers  control  the  phrase,  "Butter  Krust  Bread." 
It  is  so  appetizing  a  couplet  that  bakers  pay  good  prices  to 
use  it  in  varied  localities,  and  in  addition  sign  an  agreement 
to  employ  this  same  firm  in  a  special  advertising  campaign. 
Of  the  same  character  is  Ward's  "Tip-Top  Bread." 

Some  years  ago  Peet  Brothers,  of  Kansas  City,  had  expen- 
sive designs  of  swans  sailing  on  water  and  other  similar 
pictures  made  to  illustrate  their  Water  Queen   Soap. 

J.  W.  Jenkins,  who  has  built  the  largest  piano  business  in 
the  West,  in  conversation  with  Mr.  Peet  one  day  suggested, 
"Why  don't  you  take  the  phrase,  'Water  Queen  washes 
Clean'  ?'*  It  was  adopted  and  came  into  large  and  profitable 
usefulness. 


170  CHURCH  PUBLICITY 

Des  Moines  in  its  advertising  adopted  a  phrase  of  rare 
strength.     It  is  "City  of  Certainties." 

The  Larkin  Company,  which  sells  millions  of  dollars'  worth 
of  goods  by  a  unique  mail  order  plan,  uses  the  form  "Factory 
to  Family." 

A  group  of  experts  were  discussing  terms  recently.  One 
remarked  that  the  following  was  the  best  phrase  he  ever  knew : 
"Good  morning.  Have  you  used  Pears'  Soap?"  All  agreed 
that  in  family  and  business  life  no  one  was  unfamiliar  with 
this  term.  Immediately  one  of  the  keenest  turned  to  another 
who  had  remarked  that  his  wife  always'  greeted  the  family  in 
the  morning  with  that  phrase,  with  the  question,  "Do  you  use 
Pears'  Soap?"  and  he  had  to  admit  that  he  did  not.  It  was 
then  discovered  that  none  in  the  group  did.  Apparently,  while 
the  phrase  was  popular,  it  was  not  so  effective  in  selling  the 
soap. 

Some  years  ago  "Sunny  Jim"  appeared  on  the  walls  of 
buildings  and  in  papers  and  wherever  one  turned.  People 
were  nicknamed  for  him.  Strange  to  say,  that  "Force"  which 
he  was  supposed  to  advertise  did  not  increase  its  sale.  One 
in  looking  at  or  talking  about  "Sunny  Jim"  never  thought  of 
the  breakfast  food  which  he  was  supposed  to  advertise.  There 
was  nothing  about  him  to  remind  one  of  it.  On  the  other 
hand,  when  one  was  hungry,  he  almost  invariably  saw  a  picture 
of  shredded  wheat  with  strawberries  or  other  kind  of  fruit  in 
bright  colors  appetizingly  spread  over  it.  While  shredded 
wheat  was  not  talked  about  so  generally  as  was  "Sunny  Jim," 
when  it  was  mentioned  it  always  related  itself  to  hunger, 
and  that  made  it  effective. 

The  writer's  brother  is  a  manufacturing  confectioner.  He 
wanted  a  phrase  that  would  fit  candy.  After  some  thought,  the 
following  was  given  him :  "Good  Goodies."  One  cannot  say  this 
phrase  without  the  water  of  anticipation  coming  into  the  mouth. 

Another  very  apt  advertising  term  which  has  been  successful 
to  a  very  large  degree  is  "Syrup  of  Figs."  Figs  are  appetizing 
and  also  serve  as  a  laxative.  The  repugnance  connected  with 
preparations  to  be  taken  for  that  purpose  is  removed  by  the 
pleasing  reference  to  figs,  hence  many  people  accept  and  enjoy 
the  anticipation  and  taste  because  of  the  word  "figs." 

An  advertising  specialist  worked  for  three  solid  weeks  en- 
deavoring to  get  a  headline  to  advertise  an  instrument  to  help 
deaf   people.     He   finally    succeeded   in   securing   this   telling 


PHRASES  IN  ADVERTISING  171 

sentence:  "The  deaf  now  hear  whispers."  Would  anyone  who 
was  afflicted  with  deafness  or  who  had  a  friend  thus  crippled 
forget  this  phrase? 

Some  place  in  the  West  there  is  a  sign  with  six  or  eight  capital 
letter  *'E's,"  with  the  words  "in  shoes"  spelled  out  after  it. 
The  unique  form,  together  with  the  appeal  to  comfort  ("Ease") 
make  this  a  telling  form.  Another  shoe  dealer  catching  a  com- 
mon cartoon  fad  says:  "The  man  who  put  ee's  in  feet." 

The  phrase  "A  Homelike  Church,"  which  the  writer  originated 
ten  years  ago  when  becoming  pastor  of  a  church  in  Denver, 
has  seemed  to  be  apt  and  worthful.  It  strikes  to  the  heart 
at  once.  It  opens  the  fact  that  the  church  cultivates  life's 
best  things  in  fellowship,  purity,  and  character-food.  It 
carries  tender  and  winsome  thoughts.  It  arouses  best 
memories.  A  number  of  young  men  have  been  wooed  away 
from  wildness  back  to  right  living  by  it. 

It  is  easy  to  cover  up  good  advertising  with  too  many 
words.  Mr.  Scott  in  his  Psychology  of  Advertising  reproduces 
m  an   illustration,   enforcing   a   certain    edible  which 

Profuse  i^  profusely  overcovered  with  fruit.  He  refers  to 
the  fact  that  so  much  fruit  kills  the  advertisement 
by  taking  away  its  tempting  powers.  Churches  often  do  that. 
I   have   before  me   one   which  has  these  phrases  together: 

Everyone  invited. 

Come  and  bring  a  friend. 

Good  music. 

Good  address. 

Another  card  has  these  words  piled  up: 
Hearty  welcome. 
Cheerful  services. 
Good  music. 
Homelike  church. 

Still  another  combines  all  these  declarations  In  one  para- 
graph : 

This  church  has: 

Songs  of  Praise. 

A  good  Fellowship. 

Invitation  for  all  the  people. 

Nothing  but  love  for  each  other. 

Taken  Christ  into  happy  partnership. 

Perseveringly  entered  into  all  Church  work. 

A  motto:  "All  for  Each  and  Each  for  All." 

Unusual  interest  in  the  boys  and  girls. 

Large  and  growing  membership,  and  more  to  follow. 

Stated  Sunday  services  and  on  Thursday  evenings. 


172 


CHURCH  PUBLICITY 


A  New  York  church  which  neglected  advertising  until  its 
neighbor  drew  audiences  by  doing  so,  headed  the  card  "A 
Hearty  Welcome"  and  closed  it  "Come  and  welcome."  It 
would  be  better  to  study  three  hours  to  get  a  three-  or 
four-worded  phrase,  and  then  put  out  two  thousand  cards, 
than  it  would  be  to  put  out  five  thousand  which  are  filled 
with  words  that  carry  no  pertinent  and  heart-stirring  "thrust" 
about  them. 

T.  B.  Spencer,  the  advertising  director  of  the  New  York  Sun, 
writes  that  one  must  have  "copy  with  an  aura."  The  word 
"aura"  is  a  peculiarly  pat  one.  It  suggests  the  aroma  of 
fragrance,  the  scent  that  appeals  to  appetite. 

The  Rev.   F.   T.   Keeney,   D.D.,   the  pastor  of  the  First 

Methodist  Church,  Syracuse,   N.  Y.,  is  peculiarly   skilled  in 

_,      ,         ,  preparing  "drawing"  copy.     His  circular  "Easy  to 

cfe'lrnels    ^^^d,"  "Easy  to   Like,"  "At    the    Center   of    the 

City"  illustrates  his  kind  of  printing. 


SYRACUSE,     N.   Y. 

yftJEFIKST 
METHODI^ 

IE  CHURCH  AT  THE 

.CENTER  OF  THE 


'&■ 


W 


f^^Tot^^ 


BETWEEN    FAYETTE    PARK   AND    COURT   HOUSE 

TWO  BLOCKS  FROM  BEST  HOTELS.  POST  OFFICE 

AND   CITY   HALL. 

ONE   BLOCK   FROM   Y.  M.  C.  A.  AND 

CARNEGIE   LIBRARY. 

NEW  Y    W.  C.  A.  OPPOSITE 

[over] 


PHRASES  IN  ADVERTISING 


173 


f^M 


1  A  Warm 
I  Welcome  Is 
I  What  This 
I  Thermometer 
1  Registers 


I 


•CI 


8  P.M. 
EVENING 
SERVICE     : 

7.15  P.  M.  I 
CHRISTIAN  t 
ENDEAVOR  t 


3  P.M. 
SUNDAY 
SCHOOL 


11A.M. 
MORNING 
SERVICE 


The  Westminster  Presbyterian  Church  of  Baltimore  presents 
a  cut  accompanied  by  wording  that  is  worthy  of  imitation: 

Roman  CathoUcs  may 
command  church  attend- 
ance or  plant  a  fear 
which  will  compel  mem- 
bers to  come,  but  that 
is  not  possible  to  Protes- 
tants. The  first  owns  an 
infallible  human  author- 
ity, the  latter  emphasizes 
the  individual  choice. 

The    mayor    of   Wyo- 
ming,  O.,  a    suburb    of 
C  i  n  c  i  n  nati. 

Orders  ^^^^  hundred 
i  n  h  a  bitants, 
recently  made  an  ex- 
periment which  would 
not  work  everywhere, 
nor  would  it  work  reg- 
ularly. Mayor  W.  B. 
Hay,  a  member  of  the  Presbyterian  Church,  issued  a  procla- 
mation and  scattered  it  on  pink  placards  all  over  the  city, 
calling  on  every  man,  woman,  and  child  to  attend  some  church 
service  on  the  following  Sunday.  Golf  links,  usually  filled,  were 
deserted  and  all  the  churches  filled. 

The  church  must  draw  people  to  it.     The  "copy"  must  help 
Human       *^    accomplish    that.     Mr.   William   R.    Gardiner, 
Drawings    advertising  expert,  of  the  firm  of  Fenton  &  Gardiner, 
New  York,  writes: 

You  have  to  awaken  interest  in  human  hearts  and  the  only  way  that  can 
be  done  is  by  human  interest  copy.  It  cannot  be  done  by  cold  argument, 
no  matter  how  logical  that  argument  may  be.  It  cannot  be  done  by 
dogmatic  or  orthodox  religious  statement.  It  cannot  be  done  by  pointing 
out  the  unpleasant  results  apt  to  follow  one's  neglect  of  his  church 
duties. 


9.50  A.  M.  * 
SUNDAY  t 
SCHOOL     I 


I 


SUNDAY     I 
SERVICES  * 


Welcome         The  simple  cut  used  by  the  Brotherhood  of  John 
Illustrated  Chambers  Memorial  Church,  with  the  words  under 
it,  "The  Church  that  gives  you  the  Glad  Hand'* 
IS  effective: 


174 


CHURCH  PUBLICITY 


/-'^''^>L                 /"^(l/ 7^A 

/f   hL 

Wi\ 

1 

1     ii 

1 

kW 

The  Church  That  Gives  You  the  Glad  Hand 

Dr.  Fikes  has  printed 
on  his  announcement 
board  in  front  of  the 
church : 

This  church  is  maintained 
for  those  who  do  not  belong 
to  it.  If  you  are  sick  in  heart 
or  body,  lonesome,  hopeless  or 
friendless,  come  in. 


Appealing 
Words 


Dr.  Keeney 
has  a  very  tell- 
ing set  of  words  together. 
Here  they  are  in  the  form 
he  puts  them  out : 


DO  YOU  WANT 

Rest, 
Strength, 
A  cure  for  care 
Help  to  carry  the  load, 
Something  worth  while  to  think 
about  and  live  for  ? 

COME    AND    JOIN    IN    THE    SONGS 
AND  WORSHIP 

at  the  First  Church,  next  Sunday 
and  you  will  carry  a  song  away. 


AlUteration  is  always  good  if  it  at  the  same  time  has  a  point. 
Here  is  a  phrase  the  writer  has  used  much:  "Come  and  Cure 
Care."  Either  put  such  phrases  in  black  type  or  in  itaUcs, 
so  that  they  will  stand  out. 


PHRASES  IN  ADVERTISING  175 

Cobpera-  The  singing  must  be  spirited  and  unanimous. 
Shieinff  "^^  service  is  effective  where  people  sit  to  hear  both 
^^  sermon  and  singing.  The  music  not  only  melts 
the  company  into  unity  and  so  prepares  them  for  the  message, 
but  it  also  scatters  the  cheer  of  the  few  to  the  many.  Nothing 
will  thrill  and  gladden  an  audience  like  unanimous  cooperation. 
No  evangelist  has  ever  succeeded  without  a  singing  mate. 
Moody  had  his  Sankey,  and  Chapman  his  Alexander.  Hence 
words  suggesting  singing  are  valuable: 

Thrilling  singing. 
Songs  you  used  to  sing. 
Singing  that  warms. 

Of  course  this  carries  the  idea  of  happiness.  Some  Baraca  boys 
have  a  fine  phrase — "A  jolly,  joyous  bunch."  The  church 
„  •!•+.•  must  be  friendly  or  belie  the  name  which  means  broth- 
Vital  erliness.  Sociality  and  spirituality  are  Siamese  twins. 
We  must  offer  pertinent  cheer  along  this  line  and  then 
deliver  it.     Here  are  three  phrases  that  offer  cordiality: 

Never  a  stranger  but  once,  and  then  only  for  a  minute. 

Friend-making  meetings. 

The  church  where  your  welcome  holds  out. 

The  "nowness"  of  the  service  is  advertised  in  this  term 
employed  by  a  United  Brethren  Church:  "Sermons  morning 
and  evening  for  live  people  who  live  on  earth  to-day." 

Churches  may  profitably  have  mottoes  which  will  advertise 
both  their  purpose  and  their  atmosphere.  "It  floats"  is  readily 
recognized  as  belonging  to  Ivory  Soap.  The  phrase  also 
marks  the  fact  that  it  is  pure,  and  therefore  floats. 
Locatinff  Various  purposes  may  be  expressed  by  church 
Terms  mottoes.  It  may  be  to  give  the  location.  Then 
the  word  "church"  will  carry  the  meaning  of  help- 
fulness.    Here  are  a  few  used: 

Dr.  J.  Stanley  Durkee:  "The  church  with  the  electric  sign." 

Dr.  H.  J.  White  has  wisely  placed  his  name  prominently 
in  connection  with  his  church,  and  hence  uses  the  alliteration: 
"White— Sunday  night." 

Rev.  J.  M.  Gage  says:  "Our  church  had  been  painted  white. 
I  found  the  people  saying  'O,  that  is  the  white  church,'  so  I  have 
adopted  that  and  use  it  on  all  advertising." 

Marking  '^^^  ^^^-   ^'   ^'   ^"^^'   ^•^"   ^^thodist  pastor 

Activity       ^^  New  York  city,  has  coined  the  phrase,  happily: 

"The  homelike   church  on  Washington  Heights," 


176 


CHURCH  PUBLICITY 


Dr.  H.  E.  Rompel,  while  in  Chicago  carried  the  wording', 
*'The  stone  church  around  the  corner." 

Another  sentence  may  suggest  the  unanimity  of  activity. 
The  Rev.  Milo  Atkinson  has  the  phrase,  "Everything  this 
church  does,  every  member  has  a  part  in  the  doing." 

Dr.  Caswell,  while  pastor  of  Fenimore  Street  Methodist 
Church,  Brooklyn,  used  the  phrase,  "A  church  of  the  people, 
for  the  people,  by  the  people." 

Another  of  Dr.  Rompel's  phrases  is  "The  church  for  the 
people;  the  people  for  the  church." 

A  series  of  union  meetings  In  Little  Falls,  N.  Y., 
nei?  employed  a  happy  alliteration,  "A  lifting  force  for 

Little  Falls." 
The  First  Methodist  Church  in  Charlestown,  W.  Va.,  has 
the  motto,  "A  helpful  church  home." 

A  Y.  M.  C.  A.  declares  itself,  "Everything  that's  good  for 
men." 

Another  energetic  church  has  words  that  express  the  fact 
that  energy  is  evident  in  the  services  held  there.     Here  they  are : 

The  First  Baptist  Church 
at  Vineland,  N.  J.,  uses  the 
words,  "The  always  busy 
church."  While  a  church  at 
Wenatchee,  Wash.,  employs 
the  term,  "T  h  e 
church  that  does 
things." 

Here  are  a  few  phrases 
that  give  invitation  to  stran- 
gers: 

In  Syracuse:  "A  sunny 
home  for  students  and  stran- 
gers." This  is  made  peculiarly 
pointed  by  having  on  it  in 
proper  color  a  Syracuse  Uni- 
versity pendant. 

Dr.  Charles   A.   Eaton,   lo- 

__    _^.  cated   in   the  hotel 

Heartiness        -1,1.1,     j    • 
neigh  borhood    in 

New  York,  employs  the  phrase, 

'  'The     strangers'    Sabbath 

home." 


YOU'RE  ALIVE 
WE'RE  ALIVE 


Be  Thankful 


COME  TO  A  CHURCH 
THAT  IS  ALIVE— 


The  First  Methodist 

S.  State  and  E.  Onondaga  Sts. 


X 


ALWAYS  OPEN 


Invitation 


•^ 


PHRASES  IN  ADVERTISING  177 

Of  course,  every  church  must  welcome  folks  heartily.  Dr. 
C.  O.  Kimball  says: 

"The  church  of  the  cordial  welcome"  has  been  used  by  me  for  years. 
I  am  not  sure  but  that  I  originated  it.  It  came  into  my  mind  years  ago 
upon  reading  a  story  by  Elizabeth  Stuart  Phelps.  In  two  cities  I  have 
made  the  name  so  familiar  that  none  other  need  appear  on  my  stationery. 

Dr.  Andrew  Gillies's  phrase  is,"The  church  of  the  open  hand." 

Dr.  Shaw  puts  on  all  literature,  "A  church  with  a  message 
and  a  welcome." 

Dr.  O.  W.  Fifer  uses,  "A  church  that  welcomes  everybody," 
and  "The  Cheery,  Cordial,  Comfortable  Church." 

A  Springfield,  Mo.,  church  has  this  gladdening  form:  "Glad 
hearts,  glad  faces,  glad  hands." 

Dr.  Partridge  puts  it,  "A  free  and  open  church." 

The  particular  seasons  may  be  taken  advantage  of.  For 
instance,  the  Asbury  Church  at  Camden,  N.  J.,  announces 
the  summer  service  like  this,  "A  cool  church  with  warm  hearts," 
while  Dr.  Jacobs  says,  "The  church  is  comfortable  and  cool 
and  cordial  with  courtesy." 

The  At-  Some  mottoes  are  strong  in  describing  the  regular 

mosphere  atmosphere  ot  the  church.  Dr.  Pace,  of  the  First 
Methodist  Church,  Saint  Paul,  employs  the  words, 
"Everybody's  friendly."  Another  calls  it,  "The  friendly 
church."  Another,  "We  promise  you  an  enjoyable  service 
among  a  friendly  sort  of  people." 

The  First  Baptist  Church  of  Vineland  says,  "Here  is  a  church 
home  for  you."  A  Philadelphia  church  carries  the  term,  "A 
church  home  for  the  work-day  people." 

Dr.  C.  H.  Woolston,  the  Baptist,  uses  the  question,  "Are 
Worthful  ^^^  married.^  If  so,  come  and  treat  your  family 
Combi-  to.  our  homelike  services."  Dr.  F.  B.  Lane  uses 
nations       this  striking  form,  "Meetings  for  twenty  nights." 


Meetings  For  Twenty  Nights 

20  Golden  Words 

Pray-for-myself. 
I  WILL  -^^^y"^or-my-unsaved-friends-by  name-each- 

Not-criticise. 
Back-up-the- Pastor. 


178  CHURCH  PUBLICITY 

The  Men's  Bible  Class  of  Norwood,  Ohio,  print  on  their 
letter  heads,  '*Class  motto — To  help  men  to  live,"  and  on  the 
other  side  of  the  letter  heads,  "Working  motto — Heart  work, 
head  work,  leg  work  wins." 

A  Cairo  pastor  put  on  the  back  of  his  Christmas  greetings 
the  following  lines  quoted  from  Dr.  Van  Dyke: 


Four  Tkings    f^    ^ 

"  Four  things  a  man  must  learn  to  do, 
If  he  would  keep  his  record  true  ; 
\  To  think  without  confusion  clearly, 

^  To  act  from  honest  motives  purely, 
\  To  love  his  fellow-man  sincerely, 
Tl   To  trust  in  God  and  Heaven  securely. 


Rev.  F.  K.  Gamble  puts    out  strongly  on    a    postal   card, 

„  -      'Tt   takes   practice   to   live  a   good   life — Get   the 

Purposeful  j^^^i^,. 

The  Waugh  Berean  Bible  Class  strikes  out  in  red  letters  on 
all  their  printing,  "Each  man  get  a  man."  The  Adult  Bible 
Class  of  Guelph,  Ontario,  everywhere  employs  the  motto, 
*'We  can  if  I  will." 

The  mind  might  well  be  used  to  frame  sentences  that  will 
drive  truth  home  because  brief  and  rich  with  meaning.  Here 
is  a  good  one: 

Summer  Sunday  Sense. 

A  Good  Sunday  Means  a  Better  Monday. 

Here  is  a  fine  form  for  a  revival  meeting: 


We 

Will 

WARM 

UP— Your  Heart 

WAKE 

UP_Your  Min 

d 

STIR 

UP 

—Your 

Conscience 

Character        ^^'  ^-  "^-  Duvall  put  out  a  fine  truth  carrier  in 
Tests  "Old    truths   in  new  clothes,"     Another   sentence- 

coiner  has  given  us: 


PHRASES  IN  ADVERTISING  179 


H 


elp  Everybody 
inder  Nobody 


A  sermon  subject  card  on  "Giddy  Young  Folk"  had  at  the 
end  the  words,  "Smile  Sensibly."  This  would  lead  silly  gig- 
glers  to  question  themselves. 

The  Rev.  A.  W.  Renton,  of  California,  Pa.,  uses  this: 

You  are  invited  to  be  a  worker  and  not  a  shirker,  in  California  Meth- 
odist Episcopal  Church. 

Mr.  O.  J.  Gude  has  in  his  office  a  motto.  It  has  an  interesting 
origin.  He  discovered  that  a  number  of  his  men  had  fallen  into 
^  a  rut.     They  were  satisfied  with  their  salaries   and 

Q.Q?i°^  ^^    did  their  ordinary  round  of  duties  faithfully  but 

monotonously.  They  had  no  ambition  for  improve- 
ment, and  hence  his  business  was  not  growing.  He  reorganized 
and  put  the  institution  into  departments  with  a  head  in  charge 
of  each  one.  Several  unambitious  but  capable  men  were 
either  put  in  secondary  places  or  given  a  discharge  with  salary 
until  they  could  find  another  position.  Then  he  put  up  his 
motto,  and  insisted  that  everyone  who  worked  for  him  must 
abide  by  it.  The  motto  was,  "Grow  or  go."  Anyone  in  his 
employ  whom  he  could  not  promote  was  not  the  kind  of  person 
he  wanted. 

It  is  very  important  to  study  setting  out  prominently  words 
that  will  command  attention  and  compel  the  recipient  to  read 

the  rest  of  the  card.  The  writer  has  put  out  over 
HeadlinS^  ^"^^   million   cards   in   New  York   city.     They   are 

distributed  at  subway  and  elevated  stations  and 
put  into  mail  boxes.  It  has  required  much  ingenuity  to  prepare 
something  that  would  not  be  flung  away  quickly.  It  is  difficult 
to  describe  the  wording  on  such  cards,  since  the  display  work 
is  that  which  makes  them  impressive.  The  size  of  the  book 
will  not  allow  of  the  reproduction  of  many. 

The  Epworth  Methodist  Church  in  Cleveland  issued  a  folder 

closing  together  like  two  doors,  with  a  little  paster 
9j?"^^^?y  holding  them  shut.  On  the  outside  were  the  words, 
Arousea  ^^y^YiSit  the  Gospel  Can  Do  for  the  Blues."  Natur- 
ally, one  would  tear  off  the  little  paster  and  read  the  inside, 
which  contained  a  pointed  and  sensible  few- worded  sermon 
on  the  necessity  of  religion  for  man's  health. 


180 


CHURCH  PUBLICITY 


Will  THERE  BE  WAR? 


Sunday  night.  May  25th.    Seven 

kNISH  War  Camps  will  attend  G 

Bet  Columbus  and  Amsierdam.     Tt 


0fcafcAwCT^-^ 


AR£  YOU  TIRED? 


University 
I  peonsylvanm 


WHAT  CAN  I  DO? 
Future  Punishment 
ACE 


NOTICING  MAN. 


Ji& 


Id  Advcnise?   Checrma- 
luslc.   Next  Sunday  nlgni  Mr  Hln- 
of  the  Metropoliitn  Grand    Opera 
Co.    Grace  Meihodist  Church,    W.  104. 
im  and  Columbus,  June  I. 


AI  BEAR     S^Mfcxou^itow- 


OYSt  TOOLED 


ns  Sept.  34.  , 


ORTHEESS 

GfacBttrciimM*,  104111  ;rr 


ards 


1913 


My  Failures 

Is  the  tcnnon  tubject  at  11  A-  M  Dec.  39th, 

Mr.  Burrcst  and  Mr*.  Paasovrr  reader  duct. 

Vetted  choir  ting*. 

WASTED  MONEY 

U  the  Happy  Sunday  Evening  (7i4S)  talk  •ut» 

jecl  at  Grace  Mrthodin  Epiicopal  Church.  T. 

ICMlh  St.  Bet  Amsterdam  and  Columbua, 

Christiaa  P,  Reitncr,  with  old  fashioned 

religioua  longs  by  the  Washington  Brt»» 

Negro  Jubilee  Singers 


11.  Soiufdiy  CTcninf. 


r"«^ 


IMMORTAL 


ABE  YOU? 
Find  Out 

Thursdan,  Jan.  23rd. 


skilled  and  gifted,  plays. 
II  ii  DDIOT    Friday:     Responsible 


MISS  MORRISON 


150  Cliildren  Sent  to  tlie  Country 


Itcle   ihat  does  such  things?    Thou: 


■  m  Cod  every  Sunday. 


Brass  Band  from  Street  Oep'i.  pi 
■elections.  Commissioner  Edwards  i 
ly  ■(  Grace  Methodist  Church,  W. 
Columbus  &i 


Christian  P.  Reisoer't 


A  (LEAN  NfW  YORK 


PHRASES  IN  ADVERTISING  181 

While  in  Denver  the  writer  prepared  a  set  of  motto  cards 
Motto  which  he  found  were  placed  on  desks  and  stuck  in 

Cards  various   places   by   the  members  and  by  strangers. 

They  were  the  subjects  of  a  series  of  sermons.     For  example: 

Why  Worry? 

Why  Smile? 

Why  Swear? 

Quit  Your  Meanness. 

Talk  Happiness. 

Each  of  these  phrases  was  set  up  in  large  type  in  blue  ink  on  a 
white  card,  while  underneath  in  smaller  letters  came  the  descrip- 
tion of  the  service  where  these  subjects  would  be  used.  Natur- 
ally, that  piece  of  advertising  which  is  kept  long  is  able  to  con- 
stantly witness  for  the  church. 

In  another  card  in  red  ink  appear  the  words,  "This  is  Red,  be- 
Double  cause  we  want  it  read!"  The  rest  of  the  card  was 
Meaning  printed  in  black  and  contained  an  ordinary  announce- 
ment that  made  the  red  ink  carrying  this  phrase  stand  out. 

Questions  which  arouse  curiosity  are  very  valuable.  It 
Drawing  is  legitimate  to  employ  them  for  the  purpose  of 
Folks'  compelling  folks  to  read  the  rest  of  the  statement. 

Interest  j^-  jg  generally  wise  to  print  one  large  line  that  will 
arouse  curiosity  and  print  the  rest  in  such  small  type  that  one 
cannot  glance  over  it  and  throw  the  card  away,  but  must  put 
it  in  the  pockets  to  read  at  home.  A  sentence  illustrating 
this  principle  which  seemed  to  have  power  was,  "Are  you 
happy  now?" 

ARE  YOU  HAPPY  NOW? 

A  cheery  service  with  heart  helping  music  is  open  with  a  homeliKe  w^elconie 
at  the  Wappy  Sizncfay  evening.  7:45,  Dec.  17th.  The  Cecelia  String  Q\aartet 

plays  several  selections.  Two  cKor\as  choirs,  soloist,  cometist  and  thrilling 
audience-singing.  Sermion  talK:  "Christmas  Shopping."  Five  business  men  an- 
swer in  personal  telegrams  "Why  am  I  a  Christian?"  Morning  w^orship  w^ith 
sermoni  "Elmotion^l  Religion."  Grace  Methodist  Episcopal  Church,  West  104th 
Street,  between  Amsterdam  and  Columbus  Avenues. 


fcofcAu^^^UA/' 


182  CHURCH  PUBLICITY 

*'Will  you  hear  it?"  was  a  phrase  employed,  and  then  below 

a  description  was  given  of  a  concert  to  be  given  on  a  Sunday 

night  by  a  band  when  the  Interborough  employees  would  attend. 

A  scientist  was   to  give    an  entertainment  in  the  church, 

and  one  of  his  claims  was  that  he  would  show  how 
Cook  with  Qj^g  could  cook  with  ice.     The  cut  of  a  chunk  of 

ice  with  the  letters  spelling  "Ice"  marked  into  the 
cut,  was  secured  and  the  card  in  large  letters  was  headed, 
"Cook  with  Ice."  Naturally  people  would  read  the  rest  of 
such  an  unusual  statement. 

It  is  wise  to  make  the  subject  extremely  attrac- 
Common  tive.  One  of  the  best  the  writer  has  employed  was 
yues  ions  ^^^  ^^^^  which  asked  the  question,  "Why  do  Min- 
ister's Sons  Go  Wrong.^"  "Why  do"  was  printed  very  small, 
while"  the  rest  appeared  large. 

Why  do 

MINISTER'S  SONS 


GO  WRONG? 


the  short  talk  subject  at  the 
Happy  Sunday  Evening  at  Grace 
Methodist  Church,  W.  104th  St. 
Bet.  Amsterdam  and  Columbus. 
October  22nd,  at  7:45. 


LETTERS  READ  FROM,  WOODKOW  WILSON,  Secretary  of  the  Interior  FISHER,  District  Attorney 
WHITMAN,  Senator  BRISToW,  Supt.  MAXWELL  and  other  noted  sons  of  ministers. 

Morning  sermon:-  "SLUMS  and  CHURCHES"      0vJAfeii>5KAjuM^      """^  """"'^^  """"^  ^*"'^'""'  "'^""'^  ^^^ 


iSmkfixSm^^ 


Another  was,  "What  Are  You  Good  For.^"  with  the  line  under- 
neath it:  "Right  answers  are  rewarded."     That  led  to  inquiry. 
Another  struck  immediately  at  the  religious  life 
Personal      g^^^  ^.^^g  ^^^  offensive,  though  it  did  so.     It  was, 
Experience  ^j^  3„  ° 

Do  you  pray.'' 

Another  startling  form  asked,  "Are  you  a  Hypocrite?"  and 
then  the  " Warm-up- the-heart  Revival  meeting"  was  an- 
nounced. 

At  a  rose  service,  the  two  sentences  stood  out,  "A 
Happy  Smile,"  with  some  fine  print  between,  and  at  the  end. 


PHRASES  IN  ADVERTISING 


183 


"A  Rose  Presented."  These  two  large  lines  were  thus  associated 
and  one  naturally  wanted  to  know  what  stood  between. 

"Sin  Cure"  was  a  phrase  employed  for  revival  meetings. 
This  appeared  in  large  red  letters  on  much  printing,  with  finer 
description  given  below. 

A  very  telling  folder  is  before  me  which  has  nothing  on  the 
outside  but  the  words,  "Something  New."  New  things  always 
Investiffate  ^^^^^^^  people.  When  you  open  it,  on  one  side 
is  shown  a  picture  of  the  Centennial  Christian 
Church,  and  above  it  the  words,  "The  New  Church."  On  the 
other  side  the  picture  of  the  Rev.  Milo  Atkinson,  and  above 
that,  "The  New  Minister."  He  had  just  come  to  be  the  pastor 
of  a  new  church. 

The  writer  preached  a  morning  series  of  sermons  on  the 
Three  Per-  Trinity.  A  little  cardboard  folder  had  nothing  on 
sons  in  the  front  or  the  back  but  the  words  "Three  persons 
One  in  One,"  as  shown  here: 

Naturally,  a  person  reading 
this  would  want  to  know  what 
it  meant,  and  whether  religious 
or  not,  would  open  to  see  what 
was  on  the  inside.  Here,  in  a 
very  dignified  form,  were  an- 
nounced the  subjects,  as  follows, 
"The  Heavenly  Father,"  "The 
Human-Bodied  Son,"  "The 
Earth-Dwelling  Holy  Spirit." 

At  another  time,  a  series  of 
evening  sermons  were  preached 
Seven  "P.?^     ^^^     following 

Devils  evils    as    subjects: 

"Lying,"  "Betting," 
"Swearing,"  "Drinking,"  "Im- 
purity," "Selfishness,"  "Pride." 
The  outside  of  the  little  square 
folder  had  nothing  upon  it  but 
the  words,  "Cast  out  the"  and 
the  word  "Devils,"  and  between 
this  was  the  figure  "7,"  so  that 
it  read:  "Cast  out  the  7  Devils." 
Naturally,  anyone  would  want  to 
see  what  was  inside.  | 


THREE 

persons  in 

ONE 


184  CHURCH  PUBLICITY 

A  study  of  the   Apostles'  Creed  was   made  at    a  series  of 

Wednesday  evening  services.     On  the  back  of  the  Httle  folder 

announcing  this  was  the  picture  of  a  cobweb  and 

i"f     ,        the  words,  "Don't  be  a  Back  Number."    This  was  a 
Cobweb       T  1  •     4.- 

nappy  combmation. 


"DO  YOU  KNOW?" 

Don  t  te  a 
Back  Number 


There  are  various  methods  of  getting  up  messages  so  that 
they  will  force  a  way  into  the  mind.  Mr.  W.  H.  Johns,  the 
advertising  expert,  in  advising  concerning  a  striking 
Valiw  phrase,    said   that   it   should   have    "dignity,    plus 

force,"  while  Mr.  T.  B.  Spencer  of  the  New  York 
Sun  said  that  it  should  have  "dignity  and  normality."  He 
added:  "Anything  that  is  undignified  and  excites  ridicule  should 
be  avoided  by  the  church." 

Mr.  Robbins,  the  advertising  genius  of  the  Cleveland  Crane 
and  Engineering  Company  said  recently  in  his  little  periodical 
called  Craneing:  "The  cleverest  ad  writer  is  he  who  can  write 
a  line  that  will  make  people  think  a  column." 

There  is  a  gentlemen's  furnishing  store  in  a  prominent  Western 
city  that  breaks  all  the  rules  of  dignity  and  taste  by  a  sign  which 
S  c  'lee-  ^^  exceedingly  striking  and  memorable.  The  owner 
of  the  haberdashery  is  named  "Pray."  Naturally, 
such  an  institution  will  supply  the  wants  of  men.  He  there- 
fore  appropriates   a   religious   phrase  to   call  attention  to  his 


PHRASES  IN  ADVERTISING  185 

business.  On  an  electric  sign  over  his  store  he  has  the  words, 
*Tray  for  men."     Comment  is  unnecessary. 

It  is  wise  to  take  advantage  of  a  locality  to  use  certain 
phrases.  Dr.  G.  A.  Duvall  in  a  railroad  town  called  his  re- 
Local  ^^^^^  meeting  by  the  term,  "The  R.  R.  meetings." 
Terms  ^^  ^^^^  ^^^^  ^P  terms  that  would  be  understood 
by  railroad  men.  Instead  of  being  railroad  meetings 
they  were  "rich  revival"  meetings. 

Dr.  White  prepared  a  notable  bit  of  advertising,  imitating 
the  chewing  gum.  On  the  outside  of  the  wrapper  were  the 
Imitation  ^^^^^.  "Chew  this  over;  the  flavor  lasts.  Dr.  H. 
of  "Gum"  ^'  White's  compound  for  human  ills,"  and  on  the 
back  of  the  folder  were  "Delivered  at  the  First 
Baptist  Church,  Corner  Main  and  Talcott  Streets,  every  Sun- 
day evening  at  7:30."  Inside  was  a  little  piece  of  cardboard 
(imitating  gum)  announcing  the  opening  of  the  Sunday  night 
services.  The  young  people  did  the  necessary  folding.  Many 
persons  kept  this  piece  of  printing  for  days  to  show  people  and 
even  to  hand  it  out  for  gum  as  a  little  trick  for  fooling  folks. 


Chew  I>R-  WHITE'S  ^he 

This  Compound  Flavor 

^^^^         For  Human  Ills         ^^sts 

Delivered  at  the  First  Baptist  Church 

Corner  Main  and  Talcott  Streets 

Every  Sunday  Evening  ^t  7.30 


OCTOBER  27— 

Opening  of  Season. 

Big  Music  Festival. 
(See  over)  Organ  Recital  7  p.  m. 


186 


CHURCH  PUBLICITY 


Type  and        Here  are  a  few  unusual  ways  framing  facts  so 
Figures        that  they  will  stay  with  folks : 


I- HOPE -2 -C-U -THERE 


EVERY-  NIGHT-U-R-  INVITED  -  2  -  COME 


up 

TO  HEAR 

CAPTAIN 

R.  D.  Thompson 


SAY,     MEN 

l-rl  =  2 

COME 

AND  BRING 

A  FRIEND 

Mother,    Father,    Sister 
Brother — Anyone 


it  in  IDind 


There  is  no  limit  to  possibilities  of  ingenuity  in 
^'b^f t'^°^'  d^'^i'^i^g    advertising    forms.     With    such    a    great 
subject   as   religion  one   can   draw   on  every  field, 
and  commonplace  cards,  folders,  etc.,  should  be  avoided. 


CHAPTER  X 

Employing  **Cuts"  for  Emphasis 

Dr.  S.  a.  Northrup  writes,  "I  have  spent  $500  for  original 
cuts."  Many  pastors  cannot  afford  to  do  that  often,  though 
tithing  money  would  frequently  be  well  invested  in  such  sup- 
plies. The  Rev.  F.  K.  Gamble  writes,  "I  use  original  cuts 
made  from  drawings  by  the  pastor." 

The  Rev.  A.  F.  Ragatz  employs  cartoons  very  skillfully 
in  his  preaching.  He  is  rarely  gifted  in  this  direction  and  can 
do  notable  work  artistically.  Hence  he  can  produce  pointed 
designs  for  cuts.  Few  have  that  gift,  and  must, 
DesSrS^  therefore,  choose  from  among  those  at  hand,  and 
these  are  frequently  ill  adapted  for  effective  church 
publicity.  Either  they  are  too  solemnly  other-worldish  or 
else  they  are  cheap  and  undignified.  But  cuts  are  so  valuable 
that  we  must  use  them,  even  though  they  do  not  fit  our  specifi- 
cations. 

The  newspapers  know  the  demands,  and  so  they  increasingly 
illustrate.  Church  papers  have  been  driven  to  it.  Dr.  G.  P. 
Eckman  has  greatly  popularized  The  Christian  Advocate  by 
wisely  acceding  to  this  demand.  The  dailies  are  filled  with 
ridiculous  and  at  times  teachful  cartoons.  The  Hearst  papers 
have  wielded  a  tremendous  power  among  the  foreigners  by 
talking  to  them  in  pictures.  Mr.  Hearst's  recent  enforcements 
in  magazine  and  daily  against  "drinking"  carry  a  tremendous 
influence  and  ought  to  be  commended.  The  church  must  have 
pictures.  Some  early  day  a  wise  dealer  will  produce  apt  illus- 
trations and  create  and  cultivate  a  trade  in  "cuts"  with  the 
churches.     Meanwhile  we  must  do  the  best  we  can. 

Mr.   Scott  in  The  Psychology  of  Advertising  has  a  very 

valuable  discussion  concerning  the  kind  and  pur- 

of^uts^^P^^^  of  illustrations.     The  writer  does  not  promise 

to  quote  Mr.  Scott  literally,  but  will  agree  to  make 

the  instructions  line  out  with  the  convictions  that  came  from 

reading  the  book. 

187 


188  CHURCH  PUBLICITY 

First.  Cuts  must  leave  an  agreeable  impression.  It  is 
best  to  emphasize  most  strongly,  as  a  rule,  the  benefits  of 
religion  rather  than  the  damages  of  sin.  Mr.  Scott  gives  a 
good  illustration  by  two  cuts  (pages  40,  41).  One  is  an  adver- 
tisement of  Thomas  Cook  &  Sons,  describing  the  warmth  of 
Egypt.  It  pictures  two  old  people  bundled  up,  sitting  with 
hands  and  feet  outstretched  before  a  fireplace.  This  empha- 
sizes the  disagreeableness  of  winter.  The  other  represents 
two  people  happily  seated  in  a  train,  and  below  the  advertise- 
ment it  is  declared  that  they  are  headed  for  California,  where 
every  month  is  June.  The  suggestion  of  flowers  draws  one  to  a 
definite  place,  while  the  shivering  of  winter  enforces  the  present 
condition,  without  forcefully  suggesting  a  means  of  escape 
from  it. 

The  church  may  well  learn  that  lesson.  A  happy  religion  is 
the  one  which  will  draw  folks  and  transform  lives.  Moody 
began  by  preaching  hell  fire.  He  quickly  changed  and  em- 
phasized the  love  of  God.  A  joyful  church  service  will  draw 
young  people  as  honey -hear  ted  flowers  do  the  bees.  Illustra- 
tions may  strongly  emphasize  the  sociality  of  the  church. 
People  cannot  enjoy  the  social  life  of  a  vitally  spiritual  in- 
stitution without  either  changing  their  ways  or  slipping  out 
of  the  atmosphere.  While  the  writer's  churches  have  always 
been  marked  by  remarkable  sociality,  in  sixteen  years  there 
has  not  been  a  scandal  turned  up  nor  has  a  scoundrel  rooted 
himself  in  the  congregation. 

Mr.  Paterson,  the  teacher  of  the  Ep worth  Bible  Class  in 
Chicago,  has  a  happy  faculty  of  getting  out  cuts  to  advertise 
the  New  Year's  social  of  his  class.  He  put  beside  the  words 
"A  Rousing  Time"  the  picture  of  a  boy  sitting  up  in  bed  just 
aroused,  while  before  him  is  a  large  alarm  clock  represented  as 
striking,  vigorously,  six  o'clock.  At  the  bottom,  in  a  neat  line, 
are  the  words,  *'This  is  the  first  new  leaf  to  turn  over."  The 
getting  up  on  time,  the  coming  to  the  social,  the  program  inside 
which  they  see  when  they  turn  the  leaf  over,  are  all  suggested 
by  the  cut,  and  it  all  brings  to  the  heart  a  good  feeling.  For 
another  New  Year's  "sociable"  which  he  advertised,  he  pic- 
tures "1912"  going  along  the  road  with  a  broken  automobile 
and  a  whiskered  old  man,  while  just  above  him  is  a  chubby 
faced  lad  riding  an  aeroplane,  marked  "1913."  The  whole 
picture  makes  one  feel  thoroughly,  wholesomely  happy.  It 
follows : 


EMPLOYING  "CUTS"  FOR  EMPHASIS        189 


n 


SOCIABLE 

OF    THE 

Ep^vopth  Bible  Class 

Wednesday,  Jan.  1,  l»13,at  T  P.M. 


190 


CHURCH  PUBLICITY 


At  the  eighteenth  anniversary  of  his  class,  he  showed  a  group 
of  young  ladies,  bright,  vivacious  and  happy,  looking  through 
an  old  rail  fence,  while  back  of  them  are  trees  and  bushes  and 
at  their  feet  are  berry  vines.  On  the  rail  fence  are  the  words: 
**We  are  just  Eighteen  Years  Old — Epworth  Bible  Class, 
1893-1911."  There  is  good  cheer  and  winsome  welcome  in  the 
picture,  which  we  present  here.  It  is  also  apt  for  illustrating 
the  program  which  gives  the  exercises  occasioned  by  this 
anniversary  occasion. 

THE    EPWORTH    BIBLE   CLASS 


EIGHTEENTH    ANNIVERSARY    CLASS    EXERCISES 


To  all 
Classes 


Second.  The  illustrations  should,  as  far  as  possible,  appeal 
to  all  classes  of  people.  Mr.  Scott  refers  to  the  fact  that  the 
notable  advertisement  for  "Rough  on  Rats"  where 
the  whole  family  join  in  the  chase,  is  valuable  though 
ugly  because  it  carries  a  thought  to  every  member 
of  the  household.  Each  one  finds  his  face  there,  and  so  re- 
members the  advertisement.  In  the  same  way  we  must  under- 
take to  reach  children,  old  folks,  young  people,  and  the  sturdy, 
hustling  business  man  with  some  kind  of  a  picture. 


EMPLOYING  "CUTS"  FOR  EMPHASIS        191 


I'LL  SHOOT  YOU! 


AND  HAVE   MV 


'iCTUnC    FtNISHEO   i 


Children  always  awaken  the  best  in  everyone.  Their  pic- 
tures please  and  so  secure  the  aid 
of  memory  if  attached  to  adver- 
tising. Here  is  a  pertinent  form 
for  a  particular  business.  It  is 
artistic,  suggestive,  and  note- 
worthy, and  the  brief  wording 
also  helps  to  make  it  live  as  a 
reminder. 

George  C.  Shane,  the  busi- 
ness man  who  carried  on  such  a 
splendid  publicity  campaign  for 
missionary  money,  has  now  gone 
abroad  to  see  the  fields  himself 
and  gather  pictures  with  his  ko- 
dak. He  made  tremendous  im- 
pressions by  the  different  kinds 
of  pictures  he  employed  in  his 
former  campaign.  He  felt  the 
need  of  securing  others  together 
with  first-hand  information,  so 
that  he  might  appeal  to  all 
classes  of  people  on  his  return. 

When  the  Glee  Club  of  New  York  University,  consisting  of 
seventy  young  men,  sang,  at  a  good  deal  of  expense,  a  large  cut 
and  a  small  card  cut  of  the  seventy  young  men  were  made  and 
used  widely.  This  kind  of  a  picture  revived  the  youth  of  the 
men  and  attracted  the  attention  of  the  older  women  and  was 
not  ignored  by  the  younger  ones.  Nothing  is  fresher  and 
more  magnetic  to  the  eye  than  a  group  of  fine,  clean-cut  college 
fellows.  At  another  time,  when  two  girls  and  a  boy — sisters 
and  brother — remarkable  artists  and  very  young,  were  to 
play,  their  pictures  were  printed  with  finest  half-tone  work, 
while  nothing  but  small  type  was  put  under  it.  Everyone  will 
notice  the  picture  of  a  child,  and  when  they  cannot  readily  see 
what  the  pictures  are  printed  for,  they  will  naturally  begin  to 
read  the  fine  print.  If  then,  it  is  worded  well  enough  to  carry 
the  eye  along,  the  whole  matter  will  be  fixed  in  the  mind. 

A  splendid,  strong  woman's  face  was  shown,  with  the  words 
above  it,  "Hear  Her^  Whistle."  That  was  so  unusual  a  thing 
for  a  woman  to  do  in  church  that  all  adults  were  compelled 
to  follow  the  advertising  below  the  picture. 


-•OSSENISSlSyCO. 


•ATISFKCTORY  SUPPLIES  SET  ME  SMILINQ 


192  CHURCH  PUBLICITY 

Aji  unusually  talented  and  artistic  young  woman  furnished  a 
cut  showing  her  playing  on  the  harp.  The  harp  requires  rare 
art,  and  she  so  completely  fitted  together  with  it  that  the 
picture  made  a  delightful  impression  in  every  mind  that  was  at 
all  aesthetic,  and  drew  them  personally  toward  the  place  where 
her  services  were  to  be  rendered. 

When  the  Australian  Boys'  Band  was  secured  arrangements 
were  made  for  a  parade  on  the  streets  Saturday  afternoon. 
Every  boy  and  girl  in  all  the  neighborhood  came  out  to  see 
and  to  follow  them.  We  sent  the  band  through  many  streets 
and  had  it  end  up  at  the  church  and  give  a  free  concert  inside. 
This  sent  every  boy  and  girl  home  to  talk  about  the  church  where 
they  heard  the  music. 

At  the  annual  men's  service  we  provide  a  button  for  all 
of  our  own  men  to  wear.  They  then  fill  their  pockets  and  put 
one  on  every  other  man  who  promises  to  attend  the  service 
on  a  certain  Sunday  night.  The  button  is 
simple  and  has  on  it  the  words,  "One  of  400," 
with  "Grace  Church"  below.     Here  it  is. 

One  button  is  printed  in  red  and  one  in 
white.     The  Brotherhood  chooses  sides,  and 

5^^  *^y       ^^  t^^  ^^^  ^^  effort  is  made  to  see  which  side 

will  get  the  more  men  attending  that  night 
wearing  its  button. 

Third.  The  illustration  should,  if  possible,  appeal  to  the 
experience  of  the  one  who  receives  it.  At  the  time  we  held 
one  of  our  annual  baseball  services,  "Hal"  Chase  was  the 
manager  of  the  "Yankees"  and  was  very  popular.  One  of  his 
best  pictures,  in  baseball  suit,  was  secured  and  a  cut  made. 
This  was  printed  on  one  side  of  a  card  with  the  words  at  the 
top  "Happy  Hal,  the  Captain,"  and  below,  "Turn  me  over 
but  don't  turn  me  down."  On  the  reverse  side  was  an  invita- 
tion to  the  baseball  service  at  the  church.  Almost  everyone 
these  days  knows  something  about  baseball,  and  a  response 
was  insured. 

On  the  opposite  page  is  an  illustration  from  far-off  Alaska 
that  exhibits  fitness.  It  was  distributed  among  "placer"  min- 
ers. They  enjoyed  it  because  some  terms  they  alone  under- 
stood. It  was  therefore  very  personal.  All  can  thus  direct 
copy  "to  the  local  community." 

Mr.  Scott  illustrates  a  lack  of  aptness  in  illustrations  by 
reference  to  "Buster  Brown"  stockings,  which  are  likened  in 


EMPLOYING  "CUTS"  FOR  EMPHASIS       193 


Oa.cJfL  -uQuv  gold,  hoji  ctrfd  read  fmk 


ro  coM€  TO  r/f£  Ai£r/foo/ar  £:p/<scopau  c/ft/^CM 

O'CkOCKt  TO  ^  /i£C£/'T/0/i  TO  OUfi    Y/'S/rO/iS 

.    /iLt.  or  /^o/iTJL/i/vo,  o/{E.QO//.    aooa  y>^t/s/c  ^m» 

^    7?£r/i£S//AI£NrS    JL£>9yj£    Y04//f     f^KS,   /fO^iC. 


fJ-/'' 


COME  TO  y^lL  TMe:  SJ^f^v/C^S   SUNO^tY,    9£^ 


value  to  5  per  cent  gold  bonds.  He  remarks  that  the  women 
are  to  buy  the  stockings  and  they  have  no  experience  with  gold 
bonds.  He  calls  up  another  illustration  which  led  him  per- 
sonally to  buy  some  Japalac. 
It  pictures  a  young  lady  who 
seems,  though  unskilled  and 
with  ordinary  garments  on,  to 
be  able  to  wonderfully  brighten 
the  floor  with  a  can  of  Japalac. 
He  thought  himself  as  capa- 
ble as  this  girl,  and  remem- 
bered that  his  floors  needed 
treatment,  and  so  found  it 
easy  to  follow  the  suggestion 
and  buy  the  can. 

Simple   illustrations  similar 
to  the  one  here  shown  can  be 

secured  in  great  variety  and    rp*  j 

by  wise  employment  can   be     1  imC  StllCl  lHOney 
made  to  carry  many    phases  ■       1 

of  truth.  wasted 

"Time  and  Money  Wasted" — let  that  be  the  heading;  then 


194 


CHURCH  PUBLICITY 


put  under  it  any  paragraph  that  you  may  desire  to  employ. 
For  example:  "Some  say  church  support  brings  that  con- 
clusion. No  experienced  and  posted  man  will  make  that  state- 
ment.    Churches  build  big  folks.'* 

"You  will  land  a  happy 
heart,  if  you  make  some  one 
else  happy."  Of  course  these 
illustrations  are  crude,  but 
their  very  crudity  makes  it 
possible  to  get  into  some  minds 
that  could  not  be  reached  any 
other  way.  They  are  not 
undignified,  but  because  it  is 
unusual  for  them  to  be  used  by 
a  church  they  command  at- 
tention that  could  not  be  se- 
cured in  any  other  way.  They 
^^*  ^))  have  been  extensively  used  by 

x''^  1"      u  the   Rogers,    Peet   Company, 

and  can  now  be  purchased 
from  the  Stone- Van  Dresser 
Company,  New  York  city. 
The  use  of  colored  inks  is  very  important.  Dr.  Wentworth 
insists:  "Never  use  black  ink.  Many  colors — blue,  brown, 
purple,  red,  and  gold — attract.'*  That  is  possibly  a  little  ex- 
treme, though  there  is  much  in  it.  When  a  strawberry  festi- 
val is  to  be  advertised,  it  would  be,  for  example,  very  appro- 
priate to  print  on  white  cards  with  red  ink. 

Fourth.  Take  it  for  granted  that  people  will  listen  to  authori- 
tative declarations,  and  speak  in  the  illustrations  as  though 
people  were  waiting  for  the  advice  which  you  offer.  Mr. 
Scott  calls  attention  to  one  of  the  anti-coffee  ads.  The  face 
of  a  paternal  and  posted  physician  is  shown  who  looks  at  you 
in  the  attitude  of  giving  advice  and  declares,  'Tf  coffee  don't 
agree,  use  Postum  Food  Coffee."  This  is  convincing  without 
arousing  an  oppositional  spirit. 

Why  not  print  a  picture  of  a  little  laddie  at  his  mother's 
knee,  in  the  attitude  he  would  take  while  saying,  "Now  I  lay 
me  down  to  sleep ".^^  Underneath  this  heart- tender  illustration, 
ask  simply  the  question,  "Have  you  said  your  prayers  .f^"  It 
would  move  many  an  adult  to  begin  to  ask  himself  questions. 
A  pastor  gifted  in  drawing  has  prepared  a  striking  map 


You  will  land  a 


EMPLOYING  "CUTS"  FOR  EMPHASIS       195 

showing  four  seas,  in  order  as  follows:  the  Dead  Sea,  the  Black 
Sea,  the  Red  Sea  and  the  White  Sea.  Above  this  cut  he  puts 
the  words,  "The  geography  of  salvation."  Below  it  come  ap- 
propriate sermon  topics.  The  uniqueness  attracts,  while  its 
wording  drives  to  thought.     See  it  and  be  convinced: 

THE  GEOGRAPHY  OF  SALVATION 


THE  PLAN  SALVATION  PORTRAYED  BY  FQUR  GREAT  SEAS 

1.  The  Dead  Sea — Represents  Sin  Which  Brings  Eternal  Death 

2.  The  Black  Sea— Represents  the  Defilement  of  Sin 

3.  The  Red  Sea— Represents  the  Blood  of  Jesus 

4;    The  White  Sea- Represents  the  Whiteness  Which  Comes  From  the  Blood 

For  further  information  hear  the  sermon  next  Sunday  night  and 
read  the  other  side  of  this  card 


tfs 


^bs 


Jfree  Spiritual  ©Ispensati? 

Now  open  every  night 

except  Saturday  at  the 

M.  E.  Chureh 

Gordon 

Pa. 


V 


All 

soul  diseases 

may  be  treated 

and  permanently  cured 

absolutely  free  by  consulting 

ITbc   (3rcat   ipb^sician 


IRigbt 
Mitb 

006? 


Another  card  draws  the  eye  to  it  by  picturing  a  red  heart  in 


196 


CHURCH  PUBLICITY 


the  middle  and  asking  the  question,  "Is  Thy  [cut  of  a  heart  in 
red  ink]  Right  With  God?"  If  the  question  stopped  with 
*Ts  Thy  Heart  Right?"  the  fine  print  which  is  strikingly  sane 
would  be  more  likely  to  be  read. 

Here  is  a  cut  from  Stone-Van  Dresser,  New  York  City, 
which  can  be  used  effectively. 

The  two  cuts  "Let  us  Impress"  and  "Think  It  Over"  also 
come  from  the  same  source  and  can  be  employed  as  leaders. 


Let  us  impress 


Think  it  over 


Come    In 

No   Rented    Pews 


The  best  seat  in  the 
house  is  yours,  if  you 
reach  it  first. 

We    extend    the    glad 

hand   to  all 

hands 


Fifth.  Cuts  with  a  double  meaning  are  often  attractive, 
since  they  will  leave  an  interrogation  in  a  person's  mind.  I 
mean,  of  course,  that  the  suggestion  must  be  thoroughly  whole- 
some.    Any  kind  of  vulgarity  is  of  course  unthinkable.     Mr. 


EMPLOYING  "CUTS"  FOR  EMPHASIS        197 

Scott  pictures  a  striking  illustration  that  is  bound  to  be  re- 
membered. It  is  an  advertisement  for  Packer's  Tar  Soap. 
Two  little  kiddies  are  bundled  up  in  the  midst  of  winter  while 
snow  is  under  their  feet.  One  has  just  been  making  a  snowball, 
and  the  other  is  pulling  his  sled.  For  some  reason  (and  that 
fact  draws  attention)  neither  one  of  them  has  a  glove  on  the 
hand.  One  is  breathing  warmth  onto  his  fingers.  Underneath 
are  the  words,  "Winter  chaps."  It  is  easy  to  draw  the  con- 
clusion that  the  soap  advertised  will  heal  the  chapped  hands 
of  the  little  "chaps." 

It  has  been  the  writer's  misfortune  to  be  constantly  crippled 
by  lack  of  funds  for  publicity  work.  It  has,  therefore,  been 
necessary  for  him  to  use  the  simple  cuts  found  in  the  ordinary 
print  shops,  but  even  then,  it  is  possible  to  devise  unique  forms. 
For  example,  print  the  picture  of  a  chair,  and  put  underneath 
it  the  words:  "This  will  be  reserved  for  you  to-night,"  oi-, 
"This  comfortable  seat  is  yours  if  you  attend." 

On  another  card  is  a  cut  of  a  "watch"  and  under  it  the  words, 
"And  be  there."  Nothing  else  appears  on  the  outside  of  the 
folder,  and,  naturally,  people  will  wonder  why  a  church  is 
putting  out  a  picture  of  a  watch.  They  will  not  at  first  recog- 
nize that  it  stands  for  the  word  "Watch."  Another  card  pic- 
tures a  rooster  crowing,  and  underneath  the  words,  "Listen 
to  me."  Of  course  one  will  open  to  the  inside,  and  there  he 
will  see  the  advertisement  of  the  church. 

Dr.  Lilburn  Merrill,  now  the  chief  probation  officer  at  Seattle, 
was  at  one  time  with  a  church  in  Chicago,  managing  boys' 
work.  He  devised  all  kinds  of  striking  advertising  for  boys, 
and  succeeded  in  getting  great  crowds.  On  page  198  is  one  in 
which  he  uses  the  term  among  the  boys,  "Don't  be  a  lemon." 

Dr.  Stratton  of  Baltimore,  had  his  hand  photographed  and 
cuts  made  of  the  photograph  of  various  sizes.  This  he  used 
effectively  on  printing.  People  are  bound  to  look  at  the  hand, 
wondering  why  it  is  held  out  until  they  read:  "This  is  the  hand 
of  our  pastor.  Dr.  John  Roach  Stratton,  extended  in  hearty 
welcome  to  you  at  all  the  services  of  the  Seventh  Baptist 
Church." 

The  Rev.  Milo  Atkinson  has  issued  a  unique  invitation  card, 
(see  page  198).  The  letters  stand  for  "The  Centennial  Chris- 
tian Church." 

Sixth.  The  illustrations  may  suggest  action  either  of  the 
hands,  feet,  brain  or  heart.     Mr.  Scott  illustrates  action  secured 


198 


CHURCH  PUBLICITY 


h 


H 


onT    be  e, 
kEMODt! 

U  the 


%M-'' 


\ 


f\eein\ 


? 


C.   C.    CHURCH 


INVITES 


YOU 


EMPLOYING  "CUTS"  FOR  EMPHASIS       199 


by  an  advertisement  of  Keer's  Photograph  Studio.  It  pictures 
the  back  of  the  head  of  a  beautiful  woman.  Underneath  it 
the  words,  "Guess  who  she  is  and  receive  a  reward."  "Keer," 
as  a  result  of  this,  has  countless  inquiries  and  guesses  in  the 
effort  to  get  the  prize.  As  might  be  expected,  interest  was 
aroused,  though  the  beauty  of  his  work  was  not  shown  by  a 
picture. 

The  attitude  of  the  man  pictured  in  the  little  sketch,  while  the 
question,  "Why  take  Chances.^^'*  is  asked,  shows  that  he  is 
about  to  use  his  hands  at  a  wrong  task  and  the  condition  of 
face  recalls  the  agony  which  is  certain  to  follow  from  gambling. 


WHY  TAKE  CHANCES? 

Some  risk  to  prove  themselves  "game." 
Gambling  is  stealing.  Wrong  use  of  time  and 
talents  is  as  bad.  A  bold  defense  of  sin 
marks  an  ill-balanced  mind.  If  sin  is  ever 
necessary  God  is  not  a  Father  but  a  fiend. 
Why  take  chances  in  ruining  the  soul's  hap- 
piness here  and  meeting  a  bitter  tomorrow 
after  death.  Love  only  asks  best  effort. 
Flighteousness  reaps  rewards.  Warm  up  the 
heart  in  the  revival  at  Grace  Methodist  Church. 
W.  104th  Str.,  between  Columbus  and  Am- 
sterdam, every  evening,  7:45,  NOW. 


Congregational 
Church 

7  o'clock  Sunday  Evening 


The  South  Congregational  Church  issued  a  little  tag  which 
teases  the  mind  with  questions  but  in  the  end  leads  one's  feet 


200 


CHURCH  PUBLICITY 


to  the  circle  to  which  the  card  invites  them.  It  is  particularly 
strong  because  so  few  words  are  used.  Look  at  it  carefully. 
Mr.  Stone  in  his  Association  Advertising  has  a  thought-pro- 
voking cut  showing  a  jackscrew  marked  "Y.  M.  C.  A."  under  a 
town.  Two  men,  supposed  to  be  Y,  M.  C.  A.  secretaries,  are 
turning  the  jackscrew  and  thus  lifting  the  town.  One  could  never 
forget  that  the  Y.  M.  C.  A.  claimed  to  be  lifting  the  town,  and 
most  probably  would  begin  to  investigate. 


The  same  plan  is  employed  when  a  quartet  which  had  traveled 
around  the  world  was  advertised  in  a  circle  to  represent  the 
fact   that   they  had   "sung  around   the  world."     Here  it    is: 

Dr.  Cartwright,  of  Pitts- 
burgh, appealed  effectively 
to  memory .  by  a  series  of 
simple  little  cuts  illustrat- 
ing practical  sermons.  The 
first  was  on  "The  Home," 
and  showed  a  mother  sit- 
ting before  a  fireplace  with 
children  about  her  knees.  The  second  was  on  "The  Church," 
and  pictured  the  outlines  of  Dr.  Cartwright's  church.  The  third 
was  upon  "The  School,"  and  here  was  delineated  the  little 
building  which  was  attended  in  boyhood  in  the  country.  The 
fourth  was  on  "The  Nation,"  and  was  marked  by  a  cut  of  a 
beautiful  American  flag.  These  cuts  were  very  small  and  inexpen- 
sive and  yet  they  made  impressive  these  ordinary  subjects. 


EMPLOYING  "CUTS'*  FOR  EMPHASIS       SOl 


POOR 


RICH 


Some  years  ago  the  writer  found  a  cut  which  has  been  ef- 
fectively used,  showing  a  bee  resting  on  the  back  of  a  hand. 
It  was  easy  to  put  under  this 
'*on  hand,"  and  so  it  was,  *'Be 
on  hand,"  as  follows: 

The  cut  of  a  telephone  can 
be  secured  from  the  telephone 
company  any  time  and  all  kinds 
of  words  can  be  put  under  it. 
For  instance,  *T  called  you  up 
to  tell  you." 

A  cunning  little  illustration  of 
two  kittens  pulling  at  two  sides 
of  a  wishbone  was  quite  effective 
on  the  back  of  a  New  Year's 
letter  when  underneath  it  ap- 
peared  the  words,  "Good 
Wishes."  Something  about  the 
playfulness  of  the  kittens  and 
the  whole  air  of  the  picture 
made  one  feel   good,  and  thus    jJNyjRY  |2  JO  JANUARY  26,  1908 

enabled     the       words       to     go     to  Every  Evening  (except  Saturday) 

the  heart.      Study  the  impres-  (Look  inside) 

sion:  HOT^T"? 


(Bmh  WiBl}tB 


The  simple  cut  of  squares  with  the  question  above  them, 
"Do  you  see  six  or  seven  squares?"  has  been  used  many  times, 
but  does  not  lose  its  force,  because  it  still  tempts  one  to  be 
exact  in  the  number  of  squares  beheld.     Phrases  can  be  worked 


20S  CHURCH  PUBLICITY 

up  which  will  connote  with  the  puzzle  itself.     How  many  do 
you  see? 


The  little  cut  at  the  right  of  the  squares  teases  the  mind 
and  causes  one  to  keep  it  to  put  before  some  other  eye.  It  was 
taken  from  The  Psychology  of  Advertising.  If  you  look  at  it 
one  way  it  is  a  duck,  if  you  look  at  it  another  way  it  is  a  rabbit. 

Seventh.  The  very  best  cuts  are  those  which  themselves  sug- 
gest the  subjects  to  be  enforced.  As  Mr.  Scott  says,  "The 
headlines  must  have  some  relation  to  what  follows."  The 
illustration  ought  also  to  cooperate  with  the  declaration.  He 
notes  that  an  advertisement  of  "Venus"  drawing  pencils  at- 
tracts attention  to  the  picture,  but  does  not  leave  the  impres- 
sion that  it  is  primarily  to  actually  advertise  a  pencil.  On  the 
other  hand,  the  "Nabisco  brand"  is  made  effective  by  the  light, 
airy,  pretty  maiden  who  suggests  the  name.  Her  make-up 
is  consistent  with  the  article  which  she  is  proclaiming.  In 
the  same  way  he  marks  out  the  fact  that  Ivory  Soap  ads  always 
appear  in  situations  of  cleanliness  and  by  outlines  remind  one  of 
a  pure,  sweet  atmosphere. 

The  owl  is  generally  supposed  to  illustrate  wisdom.  This 
little  sketch,  therefore,  which  finds  him  perched  on  a  sign  with 
the  imprinted  words,  "Get  wise,"  is  in  line  with  the  afore- 
mentioned advice.     Try  it  (page  203). 

Dr.  Wentworth  has  produced  a  picture  of  himself  preaching 
vigorously  but  with  a  happy  and  winsome  smile  on  his  face. 
This  appears  in  a  folder  without  his  name,  and  the  words  below 
it:  "If  you  imagine  that  our  religious  festival  demands  a  long 


EMPLOYING  "CUTS"  FOR  EMPHASIS        203 


face,  just  have  your  eyes 
opened  by  dropping  in  to- 
night at  7:30."  It  will  be 
noticed  that  he  calls  the 
service  "festival"  instead  of 
religious  service,  though  it 
is  a  vitally  gospel  service. 
Here  are  three  cuts  that 
are  tremendously  effective, 
even  though  they  are  what 
some  would  style  strongly 
religious.  They  appeal  to 
the  heart  and  call  up  mem- 
ories which  cooperate  with 
highest  resolves.  One  can  be 
employed  for  an  Old  Folks' 
Service,  and  is  bound  to  bring 
to  mind  memories  of  one's 
own  father  and  mother: 


Read  the  other  side  and  plan  to 

store  up  and  warm  up. 
Sure  returns.  Invest. 


The  following  is  to  remind  us  of  earnest  prayer,  the  clasped 
hands  express  petition  with  rare  force: 


draper  Heague 

31  ^gree  to  Winitt  with  my  pastor  and 
other  members  of  the  League  in  Prayer; 
morning,  noon,  and  night  for  a  revival  of 
religion  in  this  church.  I  will  also  sustain 
the  Special  Services  by  my  presence  and 
cooperation  to  the  best  of  my  ability. 


Name, 


204  CHURCH  PUBLICITY 

The  last  is  illustrative  of  the  topic  "Mother's  Bible,"  and 
pictures  a  book  with  a  pair  of  glasses  lying  upon  it.     Here  it  is: 


Mother's  Bible 


There's  a  dear  and  precious  book, 
Tho*  it's  worn  and  faded  now. 

Which  recalls  the  happy  days  of  long  ago. 
When  I  stood  at  mother's  knee 

With  her  hand  upon  my  brow. 

And  I  heard  her  voice  in  gentle    tones. 


Mr.  Bausman,  the  Philadelphia  church  printer  who  devised 
the  above  cuts,  also  furnishes  a  card  which  clearly  reproduces 
a  suitcase.  Many  churches  use  it  as  an  invitation  at  the 
hotels.     It  ought  to  be  effective. 

We  have  a  right  to  pick  up  illustrations  anywhere  that  will 
aid  us  in  publicity  work.  We  can  find  them  employed  in  all 
kinds  of  advertising.  We  can,  however,  never  do  best  work 
until  we  discover  some  one  who  has  the  spirit  and  the  skill 
to  produce  just  the  things  needed  to-day.  There  are  many 
general  cuts  which  could  be  devised,  but  every  local  church 
needs  some  one  to  give  the  color  needed  in  a  community  to  a 
particular  illustration. 


CHAPTER  XI 

Out-Door  Advertising 

Mr.  O.  J.  GuDE,  the  greatest  outdoor  advertising  specialist 
The  in  the  world,  prepared  a  statement  for  the  con- 
Church  ference  called  at  his  home  mentioned  in  the  intro- 
Spire  duction.     It  opens  as  follows: 

The  fundamental  of  advertising  is  to  make  things  known.  The  greatest 
advertising  organization  in  the  world,  that  of  the  Associated  Advertising 
Clubs  of  America,  a  body  comprising  10,000  members  in  136  cities,  has 
for  its  symbol  and  motto  the  one  word — TRUTH. 

If  Advertising  means  to  make  the  truth  known  about  things,  the  church 
should  not  hesitate  to  use  so  important  a  factor  in  spreading  its  doctrine. 

But,  in  fact,  the  church  does  advertise. 

Its  tall  spire  pointing  skyward  is  an  outdoor  announcement  to  all  that 
pass  by,  whether  interested  or  uninterested,  that  underneath  that  steeple 
is  a  house  of  worship,  and  peculiarly,  by  this  steeple  manifestation,  the 
church  demonstrates  the  potentiality  of  outdoor  advertising,  and  drives 
home  the  logic  that  this  method  of  publicity  forces  upon  those  who  believe 
as  well  as  upon  those  who  do  not  believe  the  knowledge  that  this  is  a  church. 

When  the  church  advertises  in  other  ways  than  through  its  steeple, 
prominence  of  location,  magnificent  architecture,  splendid  paintings, 
beautiful  music,  and  conventional  newspaper  notices,  it  will  only  be  aiming 
at  more  modern  and  more  effective  advertising  than  its  centuries  of  previous 
effort. 

It  looks  as  though,  in  present  day  church  economies,  the  great  need  is 
to  interest  the  uninterested,  and,  therefore,  it  would  seem  that  outdoor 
advertising  were  the  most  logical  and  effective  method  of  accomplishing 
this  end. 

One  of  the  questions  sent  out  to  ministers  was:  Have  you 
tried  an  electric  sign  on  the  church  or  steeple? 

This  would  appear  to  be  a  form  of  outdoor  adver- 
Electric  tising  generally  accepted  as  dignified  and  desirable. 
The  best  business  interests  now  employ  it  at  a 
tremendous  cost.  The  Kellogg  Breakfast  Food  people  pay 
$25,000  a  year  for  the  privilege  of  putting  their  electric  sign 
on  the  roof  of  a  building  that  touches  Broadway,  in  New  York 
city.  The  sign  itself  cost  $20,000  more  and  the  light  con- 
sumption is  large. 

The  Men  and  Religion  Campaign  secured  space  and  displayed 
telling  signs  with  such  words  on  as : 

205 


206 


CHURCH  PUBLICITY 


OUT-DOOR  ADVERTISING  207 

Not  to  allay  but  to  help  satisfy  social  unrest  is  one  aim  of  present-day 
Christianity.     Think  things  over  and  you  will  go  to  church. 

Sport  is  pleasure,  but  it  is  not  pleasure  enough  for  a  well-rounded  man. 
Man  has  a  body  but  he  is  a  living  spirit. 

Christianity  is  for  all  men  and  for  all  of  a  man.  Go  to  church  next 
Sunday  and  find  out. 

The  church  wants  men  in  her  work  for  man,  and  "I  am  my  brother's 
keeper." 

These  words  and  others  faced  the  thousands  in  the  daytime 
from  roof  tops  and  sides  of  buildings,  and  at  night  were  flashed 
out  by  electric  lights.  On  page  206  is  seen  one  such  sign  which 
appeared  on  *'The  Great  White  Way"  of  Broadway's  wonder- 
ful array  of  electric  signs.  Now  can  be  seen  there  the  White 
Rock  sign  shown  on  page  208. 

Practically  all  of  the  ministers  favored  electric  signs.     Some 

had  them,  others  were  securing  them,  but  still  others  could 

not   afford   them.     Two,   however,    seemed   not   to 

Ministers    consider    them    desirable.     The    Rev.    George    H. 

Combs,  D.D.,  said: 

Used  electric  sign  for  a  while  and  abandoned  it.  My  judgment  is  that 
it  "cheapened"  the  church. 

The  Rev.  Allen  A.  Stockdale,  D.D.,  said: 

An  electric  man  in  the  pulpit  is  better  than  an  electric  sign  on  the  steeple 
— some  churches  have  an  arc  light  on  the  steeple  and  a  candle  in  the  pulpit. 

The  Rev.  A.  W.  Leonard,  D.D.,  of  the  great  First  Methodist 
Church,   Seattle,    answered   the   question: 

We  are  just  now  receiving  bids  for  the  erection  of  an  electric  sign  on 
the  top  of  the  dome  of  the  church  which  will  be  44  feet  long  and  27  feet 
high,  with  letters  6  feet  in  length.  The  sign  will  read  "First  Methodist 
Church,"  and  it  will  be  possible  to  read  it  not  only  from  the  various  parts 
of  the  city  but  far  out  in  Puget  Sound.  Passengers  on  steamers  coming 
into  port  at  night  will  be  able  to  read  the  sign  clearly.  The  pastor  and 
business  men  of  our  church  believe  it  will  pay. 

Other  pastors  answered  as  follows: 

M.  H.  Lichliter: 

Electric  sign  with  the  word  "COME"  above  the  name  of  the  church. 

Johnston  Myers: 

Yes.     The  word  used  is  "Peace." 

W.  E.  Biederwolf : 

Yes.     "God  is  Love,"  "Welcome,"  "Biederwolf  Meetings." 

R.  S.  MacArthur: 

Assuredly.  Several  churches  in  Atlanta,  da.,  have  the  name  of  the 
church  conspicuously  seen  by  day,  and  especially  so  by  night,  when  the 
letters  are  brilliantly  illuminated.     So  has  the  Dom  Evangelica,  the  great 


208 


CHURCH  PUBLICITY 


OUT-DOOR  ADVERTISING 


209 


Baptist  Church  in  Saint  Petersburg,  Russia.  It  also  has  the  sentence, 
"Bog  yest  luhov,''  "God  is  love."  This  is  a  commendable  method  of  ad- 
vertising. 

D.  E.  Weigle: 

No,  but  we  will.  I  am  going  to  have  a  sign  some  day  that  will  spell 
out  Scripture  verses — "Come  unto  me  all  ye,"  etc. 

M.  O.  McLaughlin: 

We  are  just  now  making  an  electric  sign — "Your  Church  Home.  10  a.  m. 
— Welcome — 8  p.  m." 

Of  the  total  number  who  replied  twelve  had  used  electric 
signs,  seven  intended  to,  thirteen  expressed  themselves  strongly 
in  favor  of,  and  forty,  with  the  exception  of  the  two  quoted,  did 
not  express  themselves  one  way  or  the  other. 

Trinity  Methodist  Church,  Denver,  has  a  striking  sign  which 
is  close  to  the  Broadway  Theater  sign.  In  the  night  they  both 
stand  out  in  contrast  to  each  other  in  the  midst  of  the  busy 
streets  and  the  hotel  district: 


TRINriY 
METHODIST 

dROADIlAY 

i    ' 
11 

Two  five-hundred-watt  Tungsten  lamps  have  been  attached 
to  the  spire  of  the  Immanuel  Baptist  Church  in  Chicago.  The 
lamps  will  burn  from  dusk  to  dawn,  and  so  will  be  a  star  of 
promise  and  hope  to  many  through  the  night  as  they  outline 


210 


CHURCH  PUBLICITY 


OUT-DOOR  ADVERTISING 


211 


the  church  steeple  and  so  remind  of  a  Father-God.  Another 
Baptist  church  installed  a  cluster  of  five  lights  which  were 
made  to  flash  on  and  off  every  two  minutes  to  enforce  the  birth- 
rate in  open-doored  China.  These  were  installed  during  the 
sessions  of  the  Northern  Baptist  Convention. 

When  the  Advertising 
Men's  Club,  composed  of 
ten  thousand  members,  and 
organized  to  demand  that 
truth  be  the  basis  of  all 
advertising,  met  in  Balti- 
more, Md.,  the  immense 
electric  sign,  reproduced  on 
page  210,  costing  $15,000, 
was  erected  on  the  most 
prominent  building  of  that 
city  by  the  O.  J.  Gude  Com- 
pany. 

While  in  Denver  the 
writer  was  able  to  put  up 
an  electric  sign  over  the 
door  with  the  word  "Grace" 
marked  out  with  electric 
bulbs,  while  above  it  was 
the  phrase,  "A  Homelike 
Church"  and  underneath 
was  the  pastor's  name. 
The  latter   two  lines    were 

simply  painted  on  a  sign,  but  they  were  visible  at  night  also 
when  the  other  word  was  spelled  out  with  electricity.  Here 
it  is. 

In  New  York  the  writer  was  able  to  secure  through  the  co- 
operation of  another  outside  friend,  a  splendid  electric  sign  on 
the  top  of  the  square  steeple.  It  spells  out  by  flashing  from 
one  side  to  another,  on  the  four  sides  of  the  steeple,  the  word 
"Grace."  It  can  be  seen  by  hundreds  of  thousands  of  people, 
since  the  church  steeple  is  on  an  eminence.  It  is  the  best 
single  piece  of  advertising  the  writer  has  ever  done.  There 
have  been  more  comments  about  it.  It  has  flashed  into  the 
eyes  of  careless  people  the  fact  that  they  were  staying  home 
while  a  church,  while  attractive  services,  were  near  at  hand. 
It  has  revived  thoughts  of  early  training.     It  has  put  a  mirror 


212 


CHURCH  PUBLICITY 


in  front  of  faces  that  were  turned  toward  shameful  sin. 
usefulness  cannot  be  estimated. 


Its 


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Marked 
and  Un- 
marked 
Churches 


Very  few  stores  refuse  to  put  the  name  of  the  firm  on  the 
building  so  that  one  can  identify  it  when  looking  for  it.  Yet 
the  majority  of  churches  leave  themselves  so  un- 
marked that  it  is  very  difficult  to  discover  whether 
they  are  even  a  Protestant  church,  much  less  find 
out  when  services  are  being  held.  In  some  sections 
of  the  South  local  church  officials  will  not  even 
allow  a  bulletin  board  on  the  church.  The  name  of  the  church 
ought  to  be  shown  by  a  dignified  sign  and  a  list  of  all  the  regular 
services  be  marked  with  the  time  for  holding.  That  is  generally 
recognized.  There  is,  however,  large  opportunity  for  variety 
in  making  the  bulletins  which  bring  special  subjects  forward 
or  impressive  facts  to  light.  The  Epworth  Bible  Class  has  a 
design  on  the  bottom  of  its  bulletin  board  showing  a  circle, 
while  the  words  inside  read,  "Come  into  Our  Circle  "  (page  213). 
The  bulletin  board  on  the  front  of  the  Second  Avenue  Baptist 
Church  in  New  York  city,  of  which  Rev.  R.  F.  Y.  Pierce,  D.D., 


OUT-DOOR  ADVERTISING 


ns 


is  the  remarkable  pastor,  shows  services  in  seven  different 
languages  throughout  the  Sabbath  day.  In  front  of  each 
service   is  a  watch  dial   on 


f  THE  \ 

I  ^-^  CLASS  - 

I  Mars  H£m  sun. 


which  is  marked  the  hour 
for  the  service  to  begin. 
The  hands  can  be  made 
movable  if  the  hour  is  to 
change.  Opposite  the  clock, 
on  the  other  end  of  the 
specific  announcement,  is 
reproduced  the  flag  of  the 
country  from  which  these 
foreigners  come.  The  an- 
nouncement is  first  in  En- 
glish and  then  in  the  lan- 
guage of  that  particular 
nation.  (See  page  214.)  It 
is  an  interesting  sign. 

This  makes  a  full  day, 
and  the  announcement 
board  itself  is  well  adapted 
to  attract  attention. 

Mr.  Herbert  L.  Towle, 
an  advertising  specialist, 
who  it  will  be  remembered 
raised  $19,000  for  the  For- 
eign Board  of  the  United 
PresbyterianChurch  to  send 
out  seven  new  missionaries 
by  advertising,  put  upon  his 
home  church  corner  a  bulle- 
tin board  7x33^  feet  wide.  The  upper  portion  of  this  board  is 
devoted  each  week  to  a  sermonette  in  one  or  two  sentences. 
Here  are  two  of  them:  "A  Boy's  Career"  is  the  large  line  at 
the  top,  then  the  following: 

Depends  on  his  character.     Before  sixteen  character  is  molding.     After 
sixteen  careers  are  shaped.     Take  the  important  thing  first. 

The  second  board  had: 

Your  childhood  was  spent  in  a  religious  family. 
Your   children    need    the   same    good    influence. 

The  second  half  of  the  board  contains  the  subjects  for  Sunday. 
(For  reproduction,  see  page  215.) 


214 


CHURCH  PUBLICITY 


,  <g7   RtvRoBERTF.Y  Pierce  D.D.  M-  i 

^  I>ASTOR. 

wiV'WEL.COJME  TO  ^LI, 


Many  churches  have  large  signs  at  the  front  when  special 
programs  are  to  be  announced.     The  Rev.  Charles  Wentworth 

makes  a  happy  suggestion 
which  the  writer  has  tried. 
He  says : 

High-school  art- 
Bulletins  ists  can  easily  be 
and  used  and  willdraw 

Devices  appropriate     ear- 

to  o  n  s  well . 
Young  people  with  unusual 
gifts  along  this  line  find  great 
joy  as  well  as  training  in  mak- 
ing high-toned  cartoons  to 
illustrate  the  subjects.  These 
can  be  fastened  on  the  bulle- 
tin board,  and  will  command 
more  attention  than  the  ordi- 
nary printed  sign. 

It  is  well  to  put  one  or 
two  electric  bulbs  over 
the  printed  cartoons,  so 
that  at  night  passers-by 
can  read  the  announce- 
ments with  ease. 

If  a  flag  pole  is  pushed 
out  over  the  sidewalk,flags 
with  letters  on  them,  an- 
nouncing the  "Happy 
Sunday  Night"  service, 
or  the  midweek  service  or 
the  revival  service  can  be 
hung  out  a  day  or  two 
before  that  particular 
meeting.  Dr.  Cartwright 
keeps  the  American  flag 
on  his  staff  out  in  front 
of  the  church  all  the  time. 
The  writer  tried  the  other 

method,  and  kept  it  up  until  a  neighboring  saloon  cafe  copied 

it,  and  then  he  had  to  put  the  flags  away. 

It  is  customary  in  many  cities  to  put  a  big  net  across  the 

street  bearing  advertising  copy.     This  form  is  used  strongly  in 

political  campaigns.     The  writer  employed  this  method  for  his 


OUT-DOOR  ADVERTISING 


215 


revival  services,  securing  permission  to  fasten  the  rope  holding 
one  side  through  the  windows  of  the  apartment  houses  on  the 
other  side  of  the  street.  The  other  ends  were  fastened  to  the 
church.  The  first  year  a  number  of  Jews  who  lived  in  the 
apartment  houses  across  the  street  objected  to  the  publicity 
brought  to  the  apartment  house  because  the  sign  was  across 
the  street.  The  second  year  many  of  them  had  removed  and 
Gentiles  had  taken  their  places,  and  hence  the  difficulty  dis- 
appeared. This  commands  the  attention  of  people  who  go 
along  adjacent  streets,  for  as  they  look  down  the  side  street 
they  will  notice  the  sign  and  read  it.  Here  is  the  wording  on 
this  particular  sign: 

WARM  UP 

THE  HEART 

REVIVAL 

7:45         NOW         7:45 

The  Rev.  W.  E.  Biederwolf,  D.D.,  the  noted  evangelist, 
reports  that  during  his  campaign  he  had  stereopticon  views  of 


216  CHURCH  PUBLICITY 

the  Tabernacle,  speaker,  crowds  pouring  in,  etc.,  thrown  across 
the  street  on  a  screen. 

While  in  Denver,  under  the  direction  of  the  Ministerial 
Alliance,  the  Rev.  Mr.  Houghton,  rector  of  Saint  Mark's, 
in  conjunction  with  the  writer,  arranged  for  outdoor  meetings 
during  the  evenings  of  Passion  Week.  Pictures  of  the  life 
of  Jesus  were  shown  with  the  stereopticon,  while  announcement 
was  made  and  frequently  a  picture  and  invitation  to  the  dif- 
ferent churches  was  given.  The  churches  advertised  distrib- 
uted the  expense.  The  following  Sunday  showed  a  large 
increase  in  attendance  over  any  Easter  service  known  in  the 
history  of  the  city.  Thousands  of  people  stood  in  reverential 
quiet  looking  at  pictures  and  listening  to  the  explanation  given 
through  a  megaphone.  It  would  be  easily  possible  to  make 
it  more  attractive  in  these  days  by  employing  motion  pictures 
of  high-class  subjects  and  giving  explanations  in  the  same 
way. 

Many  of  the  pastors  used  various  kinds  of  painted  signs 
and  announcements,  the  latter  being  distributed  about  the 
community  or  located  at  principal  points  in  the  village,  town, 
or  city.     The  following  ministers  explain  their  plan: 

Henry  Edward  Rompel: 

I  had  a  large  billboard,  about  9x12  feet,  one  block  from  the  church, 
at  a  transfer  corner,  and  where  a  through  route  and  trunk  route  of  the 
street  cars  passed.  Here  many  people  passed.  I  had  a  good  painter 
to  put  up  the  subjects.  Little  else  but  name  of  church  and  where  located, 
with  extras  as  music,  etc.,  was  noted. 

Clarence  S.  Long: 

A  sign  was  fixed  to  the  wall  of  a  factory  one  block  away  from  the  church, 
on  the  corner  of  a  much-used  avenue,  where  illuminated  bulletins  were 
posted.     It  drew  scores  to  our  services. 

M.  P.  Fikes: 

In  former  years,  yes.  Used  boards  3x6  feet,  well  printed  and  located 
in  congested  center  of  city,  usually  in  property  of  church  members. 

M.  H.  Lichliter: 

Bulletin  boards  on  vacant  lots  near  car  lines  with  index  finger  pointing 
toward  Church — and  a  word  of  cordial  invitation. 

N.  W.  Stroup: 

Yes,  to  some  extent  we  used  a  bulletin  board  placed  at  various  centers 
in  the  parish,  where  the  people  passed  in  going  to  their  business. 

Leopold  A.  Nies: 

Yes.  Boards  2j^x43^  feet  in  eight  localities.  Works  well,  but  is 
expensive.  I  now  use  two  boards  in  front  of  church  with  topics  on,  or 
any   special   features. 


OUT-DOOR  ADVERTISING 


217 


Milo  Atkinson: 

Easel  boards  placed  in  conspicuous  positions  throughout  our  com- 
munity bearing  announcements  of  sermon  topics,  special  services,  special 
music,  etc.  A  neat  painted  sign,  terse,  easily  read  and  seen  frequently 
as  folks  pass  by  daily,  soon  leaves  its  impress  on  the  mind. 

A.  F.  Ragatz : 

I  have  drawn  some  large  announcements  in  cartoon  style  a  few  times 
and  placed  about  in  the  neighborhood. 

The  writer  has  made  good  use  of  permanently  painted  bill- 
boards in  conspicuous  locations.  This  can  be  potently  em- 
ployed in  cities  of  every  size.  Even  in  the  village  a  permanent 
sign,  well  worded,  near  the  post  office  or  the  general  store 
will  command  attention  from  the  visiting  farmers  and  the 
shopping  villagers. 


Through  the  kind  cooperation  of  James  A.  Curran  in  Denver, 
and  the  permission  of  the  property  owner  a  sign  about  15x7 
feet  was  put  up  across  from  the  Public  Library  and  kept 
freshly  painted  by  Mr.  Curran.  On  it  was  a  picture  of  the 
church,  while  underneath  it  were  the  words,  **A  Homelike 
Church."  In  the  upper  lefthand  corner,  was  a  picture  of  a 
clock,  with  the  words  over  it,  '*Now  is  the  time.'*     On  the 


218 


CHURCH  PUBLICITY 


OUT-DOOR  ADVERTISING 


219 


right  were  the  words,  "Grace  M.  E.  Church,  two  blocks  south" 
and  other  words  found  in  the  reproduction  (see  page  217). 

A  young  Hebrew  looked  up  the  writer's  church  in  New  York 
after  seeing  this  sign  in  Denver  and  has  become  a  regular 
attendant. 

When  the  writer  came  to  New  York  city  he  was  able  through 
a  friend  to  secure  two  large  permanently  painted  signs  in 
notable  locations.  One  of  them,  right  next  door  to  the  Christian 
Science  Church,  is  reproduced  here  (see  page  218). 

When  the  annual  revival  campaign  was  on,  similar  painted 
signs  were  placed  in  different  directions  from  the  church. 
One  was  worded,  "Revival  Meetings,"  and  underneath  that  a 
picture  of  a  clock  with  the  words  on  it,  "Now  is  the  Time.?^" 
and  then  below  the  clock:  "At  Grace  Church,  2  Blocks 
West.  Dr.  Cassell,  Music  Leader.  Christian  F.  Reisner, 
Preacher." 

When  Gipsy  Smith  was  expected  in  Denver,  painted  signs 
were  contracted  for  to  cover  a  24-sheet  space  to  announce  his 
coming.  The  picture  of  his  head  and  shoulders  was  7x5  feet  in 
size  with  wording  as  shown  in  cut.  Such  a  sign  is  signally  at- 
tractive. 


L^ 


rWEET 


ctirrino 
Speaker 


GIPSYSMIl 

AUDIT0RIUN:|1arcK7^2  m 


CVCDVARERNOONa 


EVENING  T.' 


C^lfp  UP 


CHORUS  OF  1000  lead  by  OCHHORN 


JT  (N  MH 


A  young  college  graduate  in  Lincoln  was  led  to  give  himself 
to  independent  mission  work.     He  had  a  strong  conviction 


220 


CHURCH  PUBLICITY 


viOMVERBEUEVETH  | 


gilMVICraMUlfE' 


that  if  Scripture  verses  were  put  out  where  everybody  could 
see  them,  they  would  be  compelled  to  think  their  way  into 
the  kingdom  of  God.  He  had  a  little  money  willed  him  and 
immediately  spent  it  in  having  placed  upon  the  side  of  a  build- 
ing occupying  a  space 
100x25  feet  wide,  a 
Scripture  verse  as  fol- 
lows: "Jesus  said,  *Be 
ye  also  ready,  for  in  an 
hour  that  ye  think  not 
the  Son  of  man  cometh." 
A  Saint  Louis  layman 
bought  space  on  bill- 
boards for  pasting  paper 
to  carry  Scripture  verses 
in  the  same  way  (shown 
at  the  left). 

The  writer  does  not 
believe  that  such  pub- 
licity is  effective.  It 
rather  tends  to  cheapen 
the  Scriptures  and  so 
weakens  their  power  of 
impression. 

Window-card  advertising  is  now  so  generally  employed  and 
so  often  becomes  a  nuisance  to  merchants  that  it  is  not  worth 
general  use.  When  it  is  selected,  however,  the  copy  should  be 
so  carefully  prepared  as  to  be  striking. 

The  University  Place  Presbyterian  Church  in  New  York 
city  has  at  its  corner  a  drinking  fountain  with  a  sanitary  mouth 
piece.  This  is  a  great  benediction  to  the  neighborhood  for 
thirsty  people  cannot  always  spend  money  to  get  a  quencher. 
This  plan  might  be  well  followed  in  smaller  towns,  especially 
if  the  church  is  located  where  the  people  pass  by  in  numbers. 
In  this  way  they  are  compelled  to  stop  before  the  building, 
and  thus  they  will  notice  it  and  not  easily  forget  it  later.  Or 
the  churches  can  club  together  and  put  one  in  a  central  location 
with  a  sign  designating  the  cooperative  organizations. 

When  J.  Wilbur  Chapman  was  in  Philadelphia  he  ordered 
a  design  of  rare  force  and  beauty  here  shown.  Such  a  card 
will  undoubtedly  attract  attention  whether  hung  in  a  window 
or  displayed  at  any  other  point. 


m^^ 


OUT-DOOR  ADVERTISING 


2.^1 


imultaneoud 


^  % 

%  ^ 


J^IARCH  I  APRIl/  100^ 


ij,  Wilbikr  Ciiapman 


OIRE.CXOR 


ASSfSTEO    BY 
SEVENTY  FIVE 
EVANOEUSTS 
AND  SINOERS 


ICINGS 
5VSINES^ 


222  CHURCH  PUBLICITY 

The  following  copy  made  an  impressive  half  sheet  window 
card:  "Be  Good'*  appeared  in  large  type,  while  under  it:  "Have 
you  heard  about"  and  then  "him  and  it?" 


Be  Good 

Have  You  Heard  About  "^  p 

Then  came  a  large  photo,  7x9  inches  and  under  it,  "Williams 
and  Sutherland." 

WILLIAMS  and  SUTHERLAND 

Talker  His  Singer 

and  WIDEAWAKE 

UNION  REVIVAL  MEETINGS 

XDl33eir6  tabernacle 

20th  and  Lawrence  Sts.  OcL  25   —   NoV.  21 

"It  is  time  to  seek  the  Lord" 


It  would  be  impossible  to  boil  this  copy  down  much  more 
and  state  the  necessary  facts. 

In  writing  advertising  one  must  always  ask  the  four  questions 
What?  Where?  When?  and  Who?  These  four  interrogations 
must  have  a  reply  in  the  "copy."  The  card  just  outlined 
was  for  a  union  campaign  in  Denver,  while  the  following  was 
for  the  writer's  own  annual  revival  service.  The  same  size 
picture  of  the  singer  was  in  the  center  of  a  half-sheet  window 
card,  at  the  top  in  red  ink,  in  large  letters  ''Get  Well,"  while 
underneath  it  in  a  small  type,  *'in  heart."  Underneath  the 
picture,  in  small  letters,  the  name  of  the  singer,  "Professor 
L.  D.  Eichhorn."     Below  that  a  large  "H,"  and  after  the  upper 


OUT-DOOR  ADVERTISING  223 

half  of  the  "H"  was  spelled  out  '*ear,"  after  the  lower  half 
*'im,"  so  it  read,  the  large  "H'*  doing  for  both  words,  "Hear" 
and  "Him,"  and  then  after  that  in  large  letters,  "Sing,  at  Grace 
M.  E.  Church,  corner  Bannock  and  West  13th  Street,  Revival 
Meetings,  January  10th  to  24th,  Christian  F.  Reisner,  Speak- 
er." The  red  ink  and  the  black  half-tone  made  the  contrast 
so  great  that  people  were  bound  to  read  it.  It  was  placed  in 
many  private  house  windows  and  the  red  words  caused  folks 
to  look  back  to  see  if  a  contagious  disease  was  placarded. 

It  is  well  to  put  such  cards  in  factories,  blacksmith  shops, 
post  offices,  and  other  places  where  people  are  likely  to  loiter. 

The  Rev.  A.  R.  Holderby  writes: 

We  have  a  number  of  neatly  printed  and  attractive  cards,  10x12  inches 
framed  and  in  glass  to  hang  in  hotels  boarding  houses,  medical  colleges, 
barber  shops,  etc. 


WHY      N  OT? 

GRACE  "^^ll'S^^  TODAY 

MORNING  WORSHIP  Su  1 1 

Sermon     Subject 

HAPPY  SONDAY  EVENING  745 

'*  Something    Different " 


SPECIAL 
FEATURE 

TALK 
SUBJECT 


WHERE?  WHO? 


The  writer  has  prepared  a  half-sheet  window  card  so  that  the 
morning  sermon  topic  can  be  printed  on  a  sheet  of  paper  and 
pasted  in  the  proper  place,  as  well  as  the  special  feature  and  the 
talk  subject  for  the  Sunday  night  service.     These  cards  are 


2M  CHURCH  PUBLICITY 

then  framed  and  placed  in  prominent  store  windows  from 
Saturday  night  to  Monday,  along  Broadway  and  other  fre- 
quented streets.     (See  reproduction,  page  223.) 

The  Rev.  Dr.  Paul  B.  Jenkins,  of  Immanuel  Presbyterian 
Church,  Milwaukee,  has  been  from  youth  a  genius  in  adver- 
tising, starting  in  his  first  pastorate  in  Kansas  City.  He 
placed  a  card  in  the  regular  advertising  space  in  every  street 
car  in  Milwaukee.  The  card  bore  a  handsome  picture  of  the 
church  and  for  a  "catch  word"  only  the  unanswerable  invitation 
of  Philip  to  Nathanael,  *'Come  and  see."  It  commanded  so 
much  notice  and  comment  that  the  advertising  company  which 
controlled  the  space  realized  that  it  attracted  attention  to  their 
other  advertisements,  and  extended  the  time  for  which  the  card 
was  to  remain  to  three  times  the  length  of  the  period  for  which 
it  was  contracted  and  paid  for. 

The  Union  Signal,  issued  by  the  W.  C.  T.  U.,  has  a  striking 
story  of  a  publicity  exhibit  in  the  store  windows  of  Germany. 
It  says: 

The  German  temperance  party  secures  the  use  of  vacant  store  windows 
and  fills  them  with  a  great  variety  of  charts,  tables,  mottoes,  quotations, 
brochures,  models,  posters,  alcoholized  organs,  and  the  like.  "The  passing 
public,"  says  the  Indian  Temperance  Record,"gathers  about  such  a  display 
as  flies  collect  about  sugar,  and  just  that  element  in  the  community  which 
could  never  be  dragged  into  a  temperance  meeting  gets  the  instruction 
it  most  needs."  How  extraordinarily  effective  such  exhibitions  are  can  be 
gathered  from  the  following  incident:  Eight  days  after  the  opening  of  the 
exhibition  a  representative  of  the  great  Frankfort  brewery  approached 
Mr.  Jentzsch,  the  institutor  of  the  display,  begging  him  to  remove  the  labels 
from  the  beer  bottles  in  the  windows.  Next  door  to  the  exhibit  was  a 
butter  and  cheese  store,  which  had  also  done  a  large  business  in  bottled 
beer  up  to  the  day  on  which  the  exhibition  had  opened.  Since  then  it 
had  not  disposed  of  a  single  bottle.  On  every  side  the  brewer  was  hearing 
the  remark:  "We  shan't  drink  any  more  of  your  beer.  It  contains  a 
poison.     Just  go  to  the  exhibit  on  Braubachstrasse  and  you'll  see!" 

In  some  instances  explanatory  lectures  are  given  on  the 
sidewalk  before  the  window.  Pamphlets  are  sold  on  the  inside 
which  carry  out  the  statements  placarded  in  the  window. 
The  Redpath-Horner  Lyceum  Bureau  adopted  a  similar  plan 
to  advertise  its  Chautauquas  in  the  West.  A  publicity  agent 
secured  the  privilege  of  using  a  vacant  window.  He  then 
gathered  window  cards,  advertising  matter,  and  everything 
obtainable  that  would  describe  the  talent  to  appear  on  the 
program  of  the  Chautauqua.  These  he  artistically  pasted 
on  the  window  until  the  very  arrangement  would  attract 
attention  to  the  printed  matter  which  would  give  information. 


OUT-DOOR  ADVERTISING  5225 

The  Rev.  Dr.  Williams,  the  pastor  of  Washington  Street 
Church,  Poughkeepsie,  N.  Y.,  gets  permission  from  one  of 
his  members  to  use  a  large  store  window  on  Sunday  for  similar 
announcements.  He  fills  this  with  signs  and  other  reminders 
of  the  special  program  which  will  be  carried  out  at  his  church 
during  that  day. 

The  Redpath-Horner  Chautauquas  frequently  secure  the 
right  to  use  a  window  and  decorate  it  like  the  following: 


^^^SlkSSur^ 

'^- 'r^   ^- 

XirS 

■- 1 

i 

^i^Ul^  Z6*i  '^ 

"'■      ■  "i 

i|:io|li 

a 

1 

^'b'9|rifl^^^NIHII^mHMH||^^^L    1^ 

f 

1S3^ 

^ 

..i^Mpin: 

:i 

^^^Mi       X'A*" 

M' 

K 

tWiMeO 

;:    J 

BHpf     NATIONAL    : 

■VP^I 

t 

Qta^g...'"-"'»B 

lam  M^^^ 

u 

''■9  '"  "'''  'H  fl^ 

IB-iW^'.' 

^Ka^ 

H 

Wm 

k 

SSS;i 

I "-  --  -'^ 

■^?* 

The  writer  in  addressing  an  ad  club  in  the  West  once  sug- 
gested that  the  manufacturers  fill  empty  store  windows  with 
exhibits  of  things  made  in  that  town.  They  would  thus  take 
away  the  ugliness  and  the  dirt  of  an  empty  store  window. 
At  the  same  time  it  could  be  arranged  with  the  owner  to  con- 
spicuously post  a  sign  announcing  that  the  store  was  for  rent. 
The  room  would  look  much  more  attractive  if  the  window 
were  tastefully  adorned  than  it  would  if  the  show  space  were 
filled  with  dust  and  dirt,  and  so  the  owner  would  be  more 
likely  to  rent  it  promptly.  In  addition  to  these  two  things, 
the  manufacturer  would  help  his  business  by  calling  attention 
to  his  goods,  and  help  the  town  to  a  feeling  of  pride  when  they 
remembered  that  such  things  were  manufactured  there. 

Such  a  window  could  be  fixed  up  by  a  church  with  photo- 
graphs of  the  work  ior  childreja  and  witji  young  men  gath- 


226  CHURCH  PUBLICITY 

ered  in  the  gymnasium  classes.  If  there  is  sioyd  work,  the 
manufactured  articles  could  be  shown.  If  there  is  a  sewing 
school,  the  products  of  that  department  could  be  exhibited. 
If  there  is  a  cooking  class,  the  members  might  upon  a  certain 
day  place  foods  in  the  window  and  sell  them  at  night.  Apt 
cartoons  by  high  school  pupils  pushing  some  department  would 
also  help. 

It  is  certain  that  splendid  publicity  can  be  done  in  any 
town,  small  or  large,  by  fixing  up  the  empty  store  windows 
effectively  to  call  attention  to  the  fact  not  only  that  the  church 
has  things  to  offer,  but  that  it  is  aggressively  at  work  com- 
pelling folks  to  notice  that  fact. 

A  writer  in  System,  offering  an  advertising  plan,  suggested 
to  a  shoeman  that  he  finish  the  window  floor  in  white  muslin, 
lead  it  up  to  the  center  and  there  expose  but  one  dainty 
pair  of  woman's  shoes.  It  is  not  necessary  to  fill  a  window 
with  many  things.  If  it  could  be  tastefully  arranged  with  even 
white  muslin  and  a  simple  sign  shown  in  the  center,  it  would 
carry  force,  because  the  eye  would  be  drawn  by  the  unusualness 
of  only  one  thing  and  that  one  thing  would  be  remembered. 

The  writer  is  a  strong  advocate  of  billboard  publicity  for  the 
church.  He  was  surprised  to  find  so  little  opposition  to  this 
method  of  publicity.  This  question  was  asked: 
As  to  Do  you  object  to  the  use  of  billboards  or  large 

Billboards  painted  signs  other  than  those  adjacent  to  the 
church?  Seventy-seven  replied,  and  seventy  of 
them  were  not  opposed  to  it,  though  some,  like  the  following, 
insisted  that  there  should  be  good  taste  exhibited: 

R.  B.  Guild: 

The  billboard  must  be  controlled  or  adjacent  signs  may  introduce 
features  that  will  spoil  all  good  influence. 

J.F.Shaw: 

I  would  not  object  to  such  signs,  providing  they  were  kept  away  from 
the  door  of  the  neighboring  church  and  did  not  have  the  appearance  of  a 
circus  sign  or  moving-picture  show. 

JohnE.  Miles: 

No.  •  Not  if  done  in  an  artistic  manner.      Crude  werk  excites  ridicule. 

Those  who  did  object  do  not  seem  to  be  beyond  the  reach 
of  argument.  It  will  be  interesting  to  hear  what  they  have 
to  say: 

M.  P.  Fikes: 

My  objection  is  a  general  one,  namely,  that  all  billboards  are  a  nuisance, 
and  make  our  streets  and  landscapes  hideous. 


OUT-DOOR  ADVERTISING  227 

Robert  Watson  : 

Object  to  "billboards"  on  general  principles. 

G.  H.  Combs: 

Broadly,  the  whole  matter  is  not  within  the  category  of  ethics,  but  of 
good  taste. 

L.  M.  Zimmerman: 

Personally,  I  dislike  extra  billboards,  but  this  is  only  a  matter  of  taste. 

G.  R.  Dodson: 

Such  methods  not  in  accord  with  the  feeling  and  taste  of  our  people. 

Allen  A.  Stockdale : 

I  do  object — because  of  the  false  expectations  which  such  methods 
produce.     A  red  sermon  must  always  go  with  a  flashing  billboard. 

S.  A.  Northrup: 

I  object  to  the  use  of  billboards  unless  for  union  revival  or  something 
of  the  sort. 

Another  class  are  very  certain  that  billboards  will  bring  the 
people : 

E.  Howard  Brown: 

No.     I  think  it  pays,  if  you  want  the  people. 

S.  H.  Cox: 

Thomas  Dixon  and  I,  when  associated  in  People's  Church,  New  York, 
did  it.     Drew  crowds. 

The  Rev.  Charles  C.  Garland  is  certain  that  we  ought  to  use 
them.  It  is  rather  an  expensive  undertaking,  as  a  rule,  hence 
not  many  of  the  men  have  employed  them.  The  following 
ministers  have  used  them: 

W.  E.  Biederwolf : 

Posters  3  feet  by  18  inches  bearing  the  words  in  red  "Biederwolf  is 
coming."  Large  sheets  10  feet  by  12  feet  on  the  regular  city  billboards 
tell  all  about  the  meeting. 

C.  H.  Woolston: 

Yes,  during  the  summer  season  I  use  the  billboards  used  by  the  show 
houses. 

Johnston  Myers: 

Have  used  regular  billboards. 

M.  O.  McLaughlin: 

We  have  billboards  along  the  street  car  lines — "Hartford  United  Breth- 
ren Church — Sunday  services  10  a.  m.,  and  8  p.  m.     All  seats  free." 

D.  L.  Marsh: 

Posters  bearing  my  picture  and  picture  of  the  church  announcing  special 


CHURCH  PUBLICITY 

Most  of  the  leaders  who  have  cooperated  so  graciously  in 
making  this  book  possible,  who  do  not  use  the  billboard,  can 
see  no  objection  and  would  readily  employ  it  if  needed.  For 
instance,  the  Rev.  J.  Whitcomb  Brougher  says: 

No.     Newspaper  advertising  for  me  is  better  and  cheaper. 

The  Men  and  Religion  Movement  found  the  billboards 
valuable  in  many  cities.  The  Rev.  Dr.  Samuel  G.  Smith, 
the  noted  pastor  of  People's  Church,  Saint  Paul,  Minn.,  put 
out  an  eight-sheet  bill  on  December  3,  giving  his  program  for 
that  month  of  sermons  and  speakers,  among  them  Dr.  Camp- 
bell, of  London. 

Some  years  ago  the  writer  prepared  an  article  on  billboard 
advertising  which  was  printed  in  the  "organ"  of  that  "pro- 
fession." One  of  the  bill-posters  in  Ohio  wrote  Mr.  Curran, 
of  Denver,  giving  the  following  facts: 

The  article  urging  church  publicity  on  billboards  led  me  to  appeal  to 
the  local  Presbyterian  church  for  business  in  advertising  their  Sunday 
evening  service,  and  as  an  outcome,  I  became  acquainted  with  the  church 
and  finally  joined.  In  "We  Boys"  Sunday  School  Class,  out  of  a  member- 
ship of  one  hundred  and  seven,  I  was  the  only  one  who  was  perfect  in 
attendance  for  the  whole  year. 

It  is  not  necessary  to  argue  here  for  the  value  of  the  bill- 
board for  church  advertising.  It  is  no  excuse  to  conclude 
that  bad  things  are  pushed  forward  on  billboards.  Printers' 
ink  is  used  for  the  worst  institutions  the  devil  can  devise. 
Nor  is  it  suflBcient  to  refrain  from  using  billboards  because 
they  spoil  the  beauty  of  the  town  and  the  neighborhood.  We 
must  patiently  use  the  means  at  hand  to  advance  our  cause 
so  long  as  the  means  in  themselves  are  not  bad. 

People  read  billboards  while  waiting  for  the  street  car. 
They  notice  them  as  they  walk  by  or  drive  along  or  catch  them 
from  the  street  car  window.  The  mind  usually  is  not  hurried, 
as  it  is  when  glancing  over  the  newspapers.  One  or  two  of  the 
unusual  signs  are  likely  to  stay  in  our  minds.  As  a  rule,  we 
are  either  fresh  in  the  morning,  with  no  work  crowding  our 
hands  as  during  the  day,  or  we  have  finished  it,  and  are  joy- 
fully going  home  at  eventide. 

The  billboards  are  so  unsual  for  religious  advertising  that  the 
surprise  of  finding  it  there  will  help  print  its  message  on  the 
mind.  Religion  is  so  mixed  with  secular  things  that  people 
are  compelled  to  recognize  that  they  can  go  nowhere  nor  do 
anything   without   remembering   that   everything   contributes 


OUT-DOOR  ADVERTISING 


^29 


to  character.  Often  one  is  compelled  to  wait  for  a  street  car, 
and  if  something  nearby  commands  the  attention,  it  eases  the 
patience.  That  reminder  brings  good  thoughts,  ill  temper  is 
more  quickly  banished  and  gratitude  turns  toward  the  subject 
that  helps.  The  "copy,"  of  course,  must  not  cheapen  or  make 
ridiculous  the  great  and  impressive  fact  of  religion,  but  that 
will  not  require  us  to  avoid  the  use  of  real,  human  language. 
The  writer  employed  an  eight-sheet  regularly  in  Denver  for  the 
annual  revival,  as  shown  below. 

The  year  after  the  writer  began  billboard  work  in  Denver, 
which  with  a  few  exceptions  has  been  recognized  as  the  first 
time  that  method  of  publicity  was  used  by  the  church,  the  Epis- 
copalians of  that  city  employed  it.  They  issued  a  bill  announc- 
ing the  Lenten  services  at  all  the  churches.     A  little  later  the 


230 


CHURCH  PUBLICITY 


officials  of  the  magnificent 
Cathedral  arranged  to  ad- 
vertise their  Lenten  serv- 
ices in  the  way  here  shown : 
A  cut  showing  the  church 
and  large  enough  to  cover 
a  four-sheet  was  designed 
and  made  by  the  Smith- 
Brooks  Company,  of  Den- 
ver. This  appeared  always 
in  billboard  work,  while  two 
sheets  at  the  top  took  the 
catch  line  and  two  sheets 
below  took  the  descriptive 
matter.  On  the  one  before 
me  the  catch  line  is,  "Warm 
up  the  Heart!  Revival 
Meetings,'*  while  the  de- 
scription is  "Every  Evening 
at7:30.  Short,  Spicy 
Speeches,"  and  then  the 
subjects  are  given  for  two 


weeks,  as  shown  (page  229). 
When  Gipsy  Smith  came 
to  Denver  an  eight-sheet 
was  pasted  in  three  hundred 
locations.     It  read: 

GIPSY  SMITH 

The  Renowned  Evangelist 

Speaks  and  Sings 

Every  afternoon  at  3:00 

evening  at  7:30 

at   the   Auditorium 

March    7    to    22 

Seats  Free 

Hear    Eichhorn    and  Chorus  of 

1,000 

When  the  writer  came  to 
New  York  city  he  immedi- 
ately began  to  advertise  the 
Sunday     evening    service. 


OUT-DOOR  ADVERTISING 


231 


JBVIIIlif »  Ei^lfllfll 

GRACE 

METNdilsfiiitiieii 


pi 

i 


232  CHURCH  PUBLICITY 

An  eight-sheet  was  arranged  for,  which  appears  on  page 
231. 

The  word  "happy"  appeals  always.  Every  city  and  many 
towns  are  filled  with  lonely  people  who  are  sad  and  blue.  Such 
a  promise  is  bound  to  draw  them,  and  we  must  not  disappoint 
the  attendants. 

When  the  revival  campaign  came  on,  a  sixteen-sheet  was  ar- 
ranged for,  headed  with  the  words,  "How're  Your  Habits.^" 

When  the  fall  work  began  three  hundred  eight-sheets  were 
ordered  and  the  New  York  Bill  Posting  Company,  of  which 
organization  Barney  L.  Link  is  president  and  Mr.  Taylor  gen- 
eral manager,  gave  them  most  excellent  space  on  Riverside 
Drive  and  Broadway  and  a  few  in  the  lower  business  section. 
They  were  pasted  three  and  four  together,  thus  giving  the 
effect  of  a  twenty-four-sheet.  They  carried  the  lead  words, 
"WHY  NOT.?"  The  church  was  not  even  located.  Interested 
people  would  inquire  and  have  little  difficulty  in  discovering  it. 
That  very  fact  aroused  a  question  that  persisted  till  answered. 


VHY  NOT?VHY  NOT?VHY  NOT? 


CO  TO  CHURCH   CO  TO  CHUitCH   CO  TO  CHURCH 


GRACE    i 
IffiTHODmi^.  -__^^ 

home'like       home  uke    .home  like 
HEiRTEH_  HEIRT|II_  HEARTEM, 

UP     Eiiiinip     SHIUP   'EH 


Dozens  of  incidents  could  be  told  showing  that  this  kind  of  pub- 
licity compelled  attention  to  the  church,  and  the  writer,  after 
careful  investigation,  could  discover  no  cheapening  caused  by  it. 

It  is  now  quite  common  to  have  parades  to  advertise  great 
religious  movements.  The  most  notable  was  the  one  in  the 
Parades  interest  of  prohibition  in  Chicago,  which  was  led  by 
and  General  Frederick  D.  Grant.     It  was  so  impressive 

Wagons  that  the  saloon  power  was  greatly  frightened  and 
put  forth  tremendous  effort  to  block  the  growth  of  sentiment 
against  them. 


OUTDOOR  ADVERTISING 


S33 


CHURCH  PUBLICITY 

Dr.  BieJerwolf  describes  such  a  plan  which  he  frequently 
employs,  as  follows:  "We  have  a  great  civico-religious  parade 
headed  by  electric  cross  10x6  feet." 

Both  Dr.  Rompel  and  Dr.  Shaw  put  large  cards  on  the  sides 
of  delivery  wagons  in  the  town  where  they  have  been  pastors 
while  in  a  special  campaign.  The  writer  secured  from  Turner, 
"The  World  moves,  so  does  Turner,"  in  Denver,  two  or  three 
of  his  largest  vans,  putting  sleigh  bells  on  the  horses  and  a 
large  sign  on  the  side  of  the  van  to  advertise  the  Gipsy  Smith 
meetings. 

The  Redpath-Horner  Company  organize  immense  auto  pa- 
rades of  business  men  in  the  towns  where  they  hold  their  Chau- 
tauquas.  The  farmers  and  business  men  now  have  autos  so 
commonly  that  it  is  easy  to  get  many  to  cooperate.  These 
parades  go  through  the  roads  and  villages  contributory  to  the 
Chautauquas  which  this  great  company  manage.  They  carry 
banners  announcing  the  program,  but  also  stop  at  the  differ- 
ent towns  to  invite  the  merchants  and  the  residents  to  attend.^ 

This  plan  could  easily  be  carried  out  for  a  revival  campaign 
in  a  town  of  from  four  to  ten  thousand  people.  Every  church- 
man who  owns  an  automobile  could  turn  out  for  a  parade 
which  would  pass  through  all  the  streets,  and  stop  at  frequent 
intervals  to  invite  the  people  along  the  sidewalk.  They  could 
also  go  to  nearby  towns.  Such  a  plan  could  be  employed  in 
even  the  smallest  town.  It  might  even  be  effective  in  the 
great  cities,  for  with  banners  and  a  band  an  impression  could 
be  made. 

The  writer  placed  cloth  signs  on  the  sides  of  street  cars  in 
Denver  (page  235).  They  were  very  effective,  because  the  cars 
ran  into  various  sections  of  the  city  and  the  sign  would  be 
certain  to  be  seen  by  a  great  many  people. 

Lest  some  pastor  of  a  small  town  turns  away  hopelessly,  it 
may  be  well  to  remind  him  that  all  of  these  methods  can,  to 
some  extent  at  least,  be  used  in  every  community.  For  in- 
stance, the  Rev.  M.  B.  McNutt  says  that  he  uses  large  cards 
printed  with  colored  craj^ons  by  the  boys  and  posted  at  cross- 
roads and  public  places  in  the  country,  while  the  Rev.  Thomas 
J.  J.  Wright  says  that  he  uses  heavy  black  straight  type  with 


1  At  Cooper,  Tex.,  the  local  Chautauqua  Committee  sent  forty-one  auto  loads  of 
children  out  over  the  country  to  yell  and  advertise.  Why  not  promise  to  take  all  the 
pupils  (boys  and  girls)  in  the  Sunday  school  who  did  not  miss  from  September  to  July 
on  an  auto  ride  through  the  country?  Then  placard  the  auto  and  turn  the  happy 
kiddies  loose,  and  hundreds  would  talk  about  that  church. 


OUT-DOOR  ADVERTISING 


S35 


good  effect  on  a  country  circuit  when  reproduced  on  a  bill. 
The  Rev.  George  A.  Duvall,  D.D.,  prepared  red  window  cards 
printed  in  black,  with  this  headline,  "Danger  Signal."  He 
was  holding  a  revival  meeting  and,  calling  it  the  "R.  R.  Meet- 
ing," was  endeavoring  to  get  the  railroad  men  to  attend.  When 
they  saw  this  tacked  up  on  fences  by  the  side  of  an  auction 
card  they  were  bound  to  stop  and  look  at  it.  As  before  men- 
tioned, the  Rev.  A.  Hamilton  Nesbitt,  at  Palenville,  uses 
one-sheet  sizes  and  half  sheets  effectively  to  hang  up  in  the 
country  stores  and  tack  on  the  sides  of  buildings  and  put  up 
in  windows  where  the  building  is  not  occupied. 


We  must  not  get  discouraged  over  our  particular  task. 
There  is  a  way  to  get  effective  publicity  for  every  church  in 
the  land.  We  cannot  exactly  duplicate  anyone  else  in  this 
matter  any  more  than  in  our  preaching.  Jesus  used  outdoor 
advertising  extensively,  and  so  caught  the  masses.  When 
we  employ  the  kind  that  will  catch  the  masses  of  our  day  we 
will  surely  be  imitating  him,  if  at  the  same  time  we  give  the 
masses  the  gospel  that  binds  up  the  broken  heart  and  sets  the 
captive  free. 


CHAPTER  XII 

Morning   Worship   and   Midweek   Service   Methods 

The  advertising  for  the  morning  service  should  carry  more 
dignity  than  that  which  is  employed  to  gather  in  the  "un- 
churched" Sunday  night.  The  two  services  should 
Dignity  y^^  ^^  absolutely  different  that  each  will  catch  a 
Morning  different  class  of  people — people  who  cannot  or 
will  not  worship  in  the  other  service. 

Many  who  would  be  offended  by  the  vigor  and  novelty 
prescribed  for  a  winning  Sunday  night  service,  ought  to  be 
considered  in  the  plans  and  spirit  of  the  morning  worship. 
Certain  prejudices  cannot  be  easily  eradicated,  and  they  do 
not  necessarily  mark  one  as  narrow.  Broad-gauged  men  will, 
however,  be  satisfied  if  the  morning  service  observes  these 
prejudices  and  pointedly  endeavors  not  to  offend  those  thus 
constituted.  If  markedly  reverential  and  ritualistically  orderly, 
it  will  also  help  create  an  atmosphere  of  worship  for  the  other 
services  which  are  less  guarded. 

No  service  should  lack  the  spirit  that  thrills  the  heart.  The 
fact  must  be  brought  out  in  many  ways  that  God  is  there. 
But  the  morning  worship  hour  should  be  specially  aimed  at 
the  building  up  of  the  members  and  the  furnishment  of  workers. 
Strong  meat  can  be  served  and  vital  doctrines  should  be  fear- 
lessly treated.  Many  churches  now  robe  the  minister.  That 
has  even  come  into  the  Methodist  denomination.  The  robed 
choir  may  well  be  common  in  all  churches,  since  it  does  away 
with  the  variety  of  dress  and  the  contrast  of  the  rich  and  poor 
in  their  difference  of  raiment. 

The  ritual  when  heartily  entered  into  by  all,  serves  to  melt 
the  miscellaneous  audience  into  oneness  and  thus  opens  the 
way  for  the  planting  of  truth.  Protestants  are  too  much 
afraid  of  the  use  of  the  cross  and  the  habiliments  of  worship. 
We  have  a  right  to  the  best  cathedrals,  the  richest  liturgy, 
the  stateliest  music,  and  the  most  ornate  orderliness,  if  it  ends 

236 


MORNING  AND  MIDWEEK  METHODS       237 

in  emphasizing  the  presence  of  God,  sweetens  the  bitter,  glad- 
dens the  sad,  and  enriches  the  poor  in  spirit. 

The  great  danger  with  a  ritual  is  that  it  becomes  in  itself 
an  end  rather  than  a  means.  There  can  be  nothing  better 
than  to  make  the  morning  service  exceedingly  churchly.  That 
fact  should  be  published  in  the  advertising  by  the  exact  word, 
the  character  of  the  copy,  and  the  form  it  takes.  That  kind 
of  publicity  is  essential  as  a  foundation  for  more  widely  spread- 
ing the  usefulness  of  the  church.  All  helps  to  this  end  should 
be  welcomed  as  of  primary  importance. 

Some  Methodist  churches  even  put  in  kneeling  stools.  That 
is  a  suggestive  and  helpful  thing  to  do.  People  are  too  prone 
to  break  the  reverence  of  the  room  by  looking  around  or  sit- 
ting bolt  upright  during  prayer.  Dr.  Stockdale,  recognizing 
the  neglect  of  outward  reverence  in  many  of  the  New  England 
churches,  publishes  in  the  back  of  his  Announcer  the  following 

note: 

Bowing  in  Prayer.  The  true  secret  of  getting  the  most  out  of  our 
service  is  in  being  conscious  of  God.  After  entering  the  pews  it  is  well 
to  bow  the  head  in  prayer  and  with  all  thoughts  of  conversation  out  of 
the  mind,  spend  the  first  moments  of  the  service  in  silent  and  reverent 
meditation.  The  music  rendered  on  our  splendid  organ  is  a  great  help 
to  such  worship  and  high  thought.  With  thoughts  of  the  world  and 
business  dropped  for  a  while,  the  mind  feeds  upon  thoughts  of  God  and 
highest  life. 

This  custom  is  more  common  in  the  East  than  in  the  West. 
It  ought  to  be  generally  copied.     It  is  spiritually  stimulating. 

The  writer  employs  the  following  prayer  of  confession  at 
the  opening  of  the  service: 

General  Confession:  "Almighty  and  most  merciful  Father,  we  have 
erred  and  strayed  from  thy  ways  like  lost  sheep.  We  have  followed  too 
much  the  devices  and  desires  of  our  own  hearts.  We  have  left  undone 
those  things  which  we  ought  to  have  done  and  we  have  done  those  things 
which  we  ought  not  to  have  done.  Spare  thou  us,  O  God,  who  confess 
our  faults,  and  lead  us,  O  most  merciful  Father,  that  we  may  hereafter 
live  a  godly,  righteous,  and  sober  life;  to  the  glory  of  thy  holy  name. 
Amen." 

It  and  many  similarly  beautiful  forms  can  be  found  in  An- 
cient Collects  and  other  Prayers,  by  William  Bright,  D.D. 

The  recessional  at  the  close,  with  a  seated  audience  and  a 
few  moments  of  silent  prayer,  while  the  benediction  is  pro- 
nounced before  the  people  rise,  is  a  very  effective  method. 

The  public  prayer  requires  thought  and  heart  cultivation. 
It  should  reveal  God,  include  the  immediate  audience,  and 


238  CHURCH  PUBLICITY 

bring  the  two  vitally  together,  as  well  as  broaden  the  vision 
of  the  people  so  that  their  service  will  be  more  far-reaching. 

While  the  general  order  of  service  is  provided  for  most 
denominations,  either  by  legislation  or  custom,  yet  many 
features  can  be  incorporated  that  will  enrich  the  service.  All 
parts  of  the  program  followed  should  be  vital  and  leading, 
never  used  perfunctorily  nor  monotonously.  People  must 
be  taught  to  cooperate  and  to  value  their  part.  If  the  ushers 
whisper  and  visit  and  the  auditors  are  listless  and  careless,  the 
whole  service  will  suffer. 

If  we  can  have  an  atmosphere  fragrant  with  the  presence  of 
God  and  stimulating  with  the  ozone  of  purity,  people  are  going 
to  be  so  helped  by  it  that  they  will  go  out  and  tell  others  and 
bring  them  in.  Our  advertising  of  a  worshipful  service  will 
be  fully  met  by  the  service  itself,  and  thus  we  will  have  the 
basis  for  good  publicity. 

It  is  very  important  to  secure,  as  far  as  possible,  the  regular 
attendance  of  the  membership.  It  is  not  sufficient  to  merely 
Method  secure  the  enrollment  of  their  names.  Dr.  Cart- 
for  Wright     at    North     Avenue     Methodist     Church, 

Securing  Pittsburgh,  with  a  membership  of  twelve  hundred. 
Attend-  h^s  divided  the  whole  into  twenty-two  districts. 
ance  rp^^   ^^^   ^^^   ^^^^   women  are  placed  over  each 

district  for  at  least  a  year's  time.  Before  each  quarterly 
communion  the  men  call  at  every  home  announcing  the 
communion,  and  carrying  with  them  printed  matter  of 
interest  to  members.  This  gives  a  personal  touch  with  the 
membership  that  is  bound  to  bring  results.  This  is  a  practical 
application  of  the  old  Methodist  class  leader's  plan.  The 
system  might  be  augmented  by  quarterly  or  annual  socials 
for  all  the  particular  districts.  When  a  new  member  comes  in, 
the  captain  should  immediately  see  that  from  three  to  five 
in  his  district  call  upon  that  member.  Nothing  so  cements 
the  loyalty  of  a  new  member  to  his  church  as  a  number  of  calls 
by  other  members  at  the  very  beginning.  The  Rev.  C.  E. 
Patillo  while  at  Troost  Avenue  Methodist  Episcopal  Church, 
South,  Kansas  City,  Mo.,  fixed  one  Sunday  when  an  effort 
would  be  made  to  secure  the  attendance  of  every  member  in 
the  church  at  a  particular  evening  service.  In  the  morning 
he  announced  that  he  had  twelve  motor  cars  pledged  to  go 
after  the  older  people  or  those  at  too  great  a  distance  to  get 
out  at  night.     A  list  of  two  hundred  who  could  not  otherwise 


MORNING  AND  INIIDWEEK  METHODS       239 

come  was  made  up.  These  twelve  motor  cars  rushed  around 
and  brought  every  one  of  them  in,  so  that  practically  the  entire 
membership  attended  service  that  one  Sunday  night. 

On  a  fixed  Sunday  night  when  Gipsy  Smith  was  to  speak  in 
Grace  Church,  and  it  was  certain  that  scores  would  be  turned 
away,  the  pastor  sent  out  a  letter  to  all  members  of  the 
church  inclosing  a  blank  card  which  when  filled  out  with  the 
name  and  address  would  admit  them  fifteen  minutes  before  the 
doors  were  opened  for  general  admission.  Those  who  came 
then  entered  through  the  side  door  and  handed  cards  in  with 
their  last  addresses  on  them.  Before  the  general  doors  were 
opened  the  pastor  was  then  able  to  say  a  few  direct  words  to 
many  members  who  rarely  attended.  They  counted  it  an 
unusual  privilege  to  be  sure  of  the  best  seats  when  every- 
body else  wanted  to  get  in  and  when  many  must  be  turned 
away.  Hence  they  came  in  numbers,  and  some  of  them  thus 
started  did  not  cease. 

Mrs.  Gertrude  Gurray,  of  East  Orange,  N.  J.,  is  credited  with 
originating  the  idea  of  printing  the  pastor's  sermons  and  dis- 
tributing them  the  following  week  to  those  who  by  reason  of 
illness  or  other  affliction  were  not  able  to  get  to  church. 

Dr.  E.  E.  Higley,  of  Denver,  preached  a  series  of  sermons 
on  "The  Prodigal  Son,"  putting  them  in  the  form  of  a  story. 
He  gave  one  of  the  chapters  in  the  morning  and  the  next  chapter 
at  night.  This  continued-story  effect  drew  them  out  again 
in  the  evening. 

The  Rev.  George  A.  Duvall  followed  the  same  plan,  preaching 
on  "The  Strange  Case  of  Dr.  Jekyl  and  Mr.  Hyde."  At 
eleven  o'clock  he  announced  his  subject,  "The  Author  and  His 
Story,"  and  at  seven  o'clock  "An  Interpretation  of  the  Story." 

The  Rev.  E.  G.  Piper  reproduced  an  old-fashioned  Methodist 
love  feast  ticket,  and  sent  out  a  letter  to  all  the  membership 
promising  that  everyone  who  attended  the  love  feast  at  a 
fixed  day  should  have  a  copy  of  the  old-fashioned  ticket  with 
the  name  properly  inscribed. 

Many  pastors  now  make  much  of  the  administration  of  the 
communion.  That  is  impossible  where  it  comes  every  month. 
If  it  occurs  quarterly,  a  strong  appeal  may  be  made  for  unan- 
imous attendance. 

Some  special  occasions  appropriately  fit  into  a  morning  hour, 
but  usually  the  time  should  be  employed  by  a  pastor  to  effec- 
tively build  up  his  people. 


A 


240  CHURCH  PUBLICITY 

Old  Folks'  Day  may  be  made  a  profitable  time.  Many  who, 
through  childishness  or  imagined  frailty,  will  not  attend  at  any 
other  time  will  do  so  when  told  that  this  service  has 
Special  been  specially  arranged  for  them,  and  they  are  guests 
pf^^'  c\  ^^  honor.  If  the  young  people  are  sent  after  them 
SiSects^  with  automobiles,  enduring  lessons  of  patience,  to- 
gether with  visions  of  an  inexplainable  happiness, 
will  be  given  them. 

The  evening  service  may  then  be  made  a  * 'Harvest  Home" 
festival.  The  decorations  of  autumn  leaves,  vegetables,  wheat, 
and  corn  appropriately  placed  can  be  rearranged  for  the  evening 
service  to  be  rendered  by  the  young  people  or  to  be  utilized 
by  the  pastor's  special  sermon. 

Children's  Day  fits  into  the  morning  hour.  When  babies 
are  christened  the  Christian  home  is  glorified.  If  the  children 
render  a  brief  program,  the  need  of  religious  education  is 
magnified.  If  the  pastor  can  aptly  add  a  blackboard  talk  and 
print  lessons  upon  the  interested  minds  of  the  children  who 
come  in  numbers  because  it  is  their  service,  he  may  also  plant 
fruit-bearing  seed  in  hearts  made  tender  by  the  presence  and 
exercises  of  the  children. 

Recently  late  on  Friday  the  writer  discovered  that  Bishop 
Francis  J.  McConnell  had  just  landed  by  boat  from  Mexico, 
having  gone  through  the  revolution  there.  It  was  easy  to 
print  over  the  regular  card,  ready  to  be  distributed,  the  an- 
nouncement that  Bishop  McConnell,  just  back  from  Mexico 
City,  would  tell  of  the  revolution  as  he  personally  saw  it. 
This  opened  the  way  for  a  missionary  suggestion  and  appeal. 

The  wTiter  has  the  general  plan  of  preaching  on  subjects  in 
the  fall  that  will  in  a  measure  prepare  for  the  revival  period  in 
January.  The  spring  morning  sermons  are  then  directed  at 
training  the  new  converts  and  deepening  the  faith  in  the  awak- 
ened minds  of  believers.  Mixed  in  with  the  fall  sermons,  as 
vital  in  the  preparation  for  a  genuine  revival,  are  subjects 
dealing  with  the  benevolent  enterprises  of  the  church.  The 
morning  sermon,  if  it  is  aimed  at  the  churchgoing  people,  to 
a  greater  or  less  extent  will,  of  course,  deal  with  churchly  sub- 
jects, though  they  may  be  worded  in  a  popular  way.  Here  is 
a  series  on  *'How  to  Be  Happy,"  taken  from  the  Beatitudes 
inMatt.  5.  3-6: 

Happy  in  Discouragement.  Happy  in  Disappointment. 

Happy  in  Sorrow.  Happy  in  Doubt. 


MORNING  AND  MIDWEEK  METHODS       241 

This  was  extensively  advertised  by  a  little  folder  which 
appealed  to  the  curiosity,  since  the  outside  had  only  the  words, 
*'For  Honest  Hunters"  "Sunday  Mornings,"  while  in  small 
type  were  the  words,  "Happy  inside."  And  a  little  red  heart 
between  these  two  words  holding  the  two  folds  of  the  card 
together  so  that  it  might  mean  the  heart  was  happy  inside, 
or  there  was  a  happy  announcement  inside  of  the  folder.  A 
reproduction  will  be  found  on  page  242. 

A  real  photograph  postal  card  showing  the  outside  and  inside 
of  the  church,  together  with  the  pastor's  picture  and  an  in- 
vitation announcing  the  subjects  reproduced  in  writing  at  the 
bottom,  was  mailed  to  a  large  list  of  society  folks  in  Denver. 
It  was  expected  that  they  would  be  specially  interested  in 
happiness.     This  was  a  fall  series. 

A  spring  series  in  Denver  began  on  February  24,  with  the 
subject  "Christian  Science."   This  was  immediately  followed  by : 

Is  Prayer  Useless? 

An  Up-to-date  Bible. 

Who  Is  a  Christian.'* 

Heaven  and  Hell. 

Easter  and  Death. 

Was  Christ  Divine.?  Happiness. 

Blotters  announcing  these  practical  subjects  were  printed  and 
distributed  by  a  college  student  in  the  business  offices  of  the 
city.  They  were  placed  directly  on  the  desks.  In  addition, 
one  hundred  one-sheet  bills  were  posted  in  conspicuous  locations 
every  Monday  morning  announcing  the  particular  subject  for 
the  coming  Sunday  morning. 

Another  spring  series  in  Denver  dealt  with  the  Shepherd's 
Psalm.  It  was  announced  through  the  medium  of  a  beautiful 
souvenir  post  card  appropriate  to  the  occasion  and  mailed  out 
by  hundreds  through  the  cooperation  of  members.  Incident- 
ally, a  little  note  across  the  bottom  of  the  card  stated:  "This 
card  is  the  compliments  of  the  Denver  Dry  Goods  Company," 
which  meant  that  this  company  paid  for  the  printing. 

The  subjects  in  New  York  were  made  up  from  questions 
gathered  by  conversation  and  other  methods.     Here  is  the  list: 

Did  Jesus  Perform   Miracles? John   11.  14-44 

Are  Jesus's  Teachings  Practical? Matt.  5.  1-2 

Were  Christ's  Sufferings  Real? Mark  15.  34-37 

Did  the  Resurrection  actually  Occur? 1  Cor.   15.  3-8 

Is  the  Pope  Infallible? Mark  10.  17-22 

Was  Paul  the  Author  of  Christianity? 2  Cor.  4.  5-10 

Will  Jesus  Return  Again? Acts  1.  9-11 


242 


CHURCH  PUBLICITY 


One  winter  after  a  revival  series  the  church  officials  insisted 
on  the  pastor  going  to  Florida  for  a  rest.  While  there  he  thought 
out  his  spring  series  and  wrote  a  form  for  a  plate  which  also 
gave  a  personal  greeting  and  included  the  subjects  herewith 
named.  This  was  put  on  a  Saint  Augustine  souvenir  post  card 
and  sent  to  every  member  of  the  church,  as  well  as  some  outside 
friends.  The  plan  secured  valuable  access  to  their  attention, 
since  the  post  card,  being  rare,  was  valued  and  kept,  even 
though  it  contained  a  series  of  sermon  topics.  Dates  were 
given,  and  the  members  chose  the  ones  they  desired  to  hear. 
Here  are  the  sermon  subjects: 

Backsliders  Doomed. 
Good  Health. 
Church  Neglecters  Lost. 
Roman  Catholics  and  the  Bible. 
Time  Wasted  in  Prayer, 
Worthless  Silent  Christians. 
What  Sins  are  Punished. 
Harmful  Pleasures. 

Here  are  two  series  of  morning  sermons  preached  by  the 


i\[ORNING  AND  MIDWEEK  METHODS       243 

Rev.  H.  Addis  Leeson  at  the  Ypsilanti  Methodist  Church  on 
Sunday  morning: 

A  Man  and  His  Talent 

The  One-Talent  Man,  the  Malady  of  Distrust. 
The  Two-Talent  Man,  the  Worth  of  the  Average. 
The  Five-Talent  Man,  the  Burden  of  Privilege. 

The  Writers  of  Our  Four  Gospels 

AND  How  They  Came  to  Write  Them  ^ 

Matthew-An   Accountant    Whose    Footings    Have   an    Eternal   Value. 

Mark  -  -A  Runaway  Youth,  Who  Ran  Up  Against  an  Enduring 
Life  Task. 

Luke A  Beloved  Physician,  Whose  Pen  Won  for  Him  an  Im- 
mortal Name. 

John A    Son    of    Thunder,    Who    Became    the    World's    Greatest 

Mystic. 

Dr.  Cartwright  followed  his  series  styled  "The  Next  Life  Se- 
ries" through  both  morning  and  evening.  He  also  reproduced 
a  quotation  and  special  music  to  be  rendered  (pages  244,  245). 

Here  are  a  miscellaneous  lot  of  morning  sermon  topics  used 
at  Grace  Church,  New  York  city,  that  are  capable  of  adver- 
tising : 

Why  Be  Church  Members. 

Faith  with  Eyes. 

Is  there  a  Personal  God? 

Poverty  and  Gratitude. 

A  Worthless  Bible. 

Temptation  Conquered. 

Deny  the  Supernatural. 

Misery  Cured. 

Does  Fear  Make  People  Good.? 

Who  Enter  Heaven.? 

Forgiving  Others. 

Cure  for  Complainers. 

Does  God  Notice  Individuals. 

Protestant  Sacraments. 

Who  Tempts  Us? 

Good  in  Christian  Science. 

Prayers  God  Can  Answer. 

Partners  with  God. 

How  Can  any  Church  Have  a  Revival? 

Does  High  Society  Hurt  Religion? 

Most  of  the  advertising  suggested  in  other  places  in  the  book 
can  be  employed  to  strengthen  the  morning  service.  As  a 
rule,  however,  it  is  built  out  of  the  people  attracted  Sunday 
night.  They  should  be  drawn  there  for  deeper  heart  cultiva- 
tion and  for  settling  in  the  eternal  verities. 


244  CHURCH  PUBLICITY 

trntttint 


to  be  preacdeb  in  tfje 

i^ortJi  labenue  iW.  €.  Cfjurtti 

^ortd  iSbenue  anb  iSrcf)  ^trrettf 

^.  ^.,  3pitts;bursf),  $enn£(pltjania 

iReb.  Cbatf.  l.  Carttorigfjt,  $f).B-,  pastor 


Alas  for  him  who  never  sees 
The  stars  shine  thro'  his  cypress-trees. 
Who,  hopeless,  lays  his  dead  away, 
Nor  looks  to  see  the  breaking  day 
Across  the  mournful  marbles  piay; 
Who  hath  not  learned  in  hours  of  faith 
The  truth  to  flesh  and  sense  unknown, 
That  Life  is  ever  Lord  of  Death 
And  Love  can  never  lose  its  own. 

tifje    "^ext    life"    &tx\t^ 

April  9.— A.  M.— Subject  of  sennon:  "  DOES  DEATH  END  ALL?" 

"After  life's  battle — God,  like  a  good  general,  sounds  the  recall." 

Special  Music — If  a  Man  Die Chas.  McPherson 

APRIL  9.— P.  M.— Subject:  "HEAVEN  BEGINS  HERE." 
"Eden  with  its  angels  bold, 

Love  and  flowers  and  coolest  sea. 
Is  less  an  ancient  story  told 
Than  a  glowing  prophecy." 

Special  Music — God  Hath  Appointed  a  Day Tours 

APRIL  14.— GOOD  FRIDAY— 8:15  P.  M. 

The  church  choir,  under  the  auspices  of  the  Epworth  League,  will  give 
the  customary  Good  Friday  choral  service.  The  cantata  this  year  will 
be  "The  Seven  Last  Words"  by  Theodore  Dubois;  soloists,  Miss  Jane 
McKelvie,  soprano;  Walter  C.  Earnest,  tenor;  and  John  R,  Roberts, 
baritone. 

APRIL  16.— A.  M.— Subject:  "THE  RESURRECTION." 

"O  change!     Stupendous  change! 
There  lies  the  soulless  clod. 
The  light  eternal  breaks. 
The  new  immortal  wakes, 
Wakes  with  his  God!  " 


MORNING  AND  MIDWEEK  METHODS       245 
^()e  "iOtext  Hiit**  ^erietf— Continueb 

Special  Music: 

Organ  Prelude — Christ  is  risen  J.  S.  Bach 

Anthem — Now  is  Christ  risen West 

Offertory — O  Day  so  joyful Bach 

Anthem — Christ  our  Passover Goss 

Postlude — O  Lamb  unspotted Bach 

APRIL  i6.— P.  M.— Subject:  "THE  MOMENT  AFTER  DEATH." 

"There  is  no  death;  what  seems  so  is  transition." 
Special  Music: 

Organ  Prelude — Chorale  in  A Cesar  Franck 

Anthem — Worthy  is  the  Lamb Handel 

Anthem — Awake,  thou  that  sleepest Stainer 

Offertory — Adagio  B Franck 

Hosanna — Granier Miss  McKelvie 

Anthem — As  it  began  to  dawn G.  C.  Martin 

Postlude — Finale  F  sharp  major Franck 

APRIL  23.— A.  M.— Subject:  "OUR  ANGEL  FRIENDS." 

"No!  I  have  friends  in  Spirit-land, 
Not  shadows  in  a  shadowy  band. 
Not  others,  but  themselves  are  they!" 
Special  Music: 

Angel  Voices E.  Vine  Hall 

Pilgrims  of  the  night Westbrook 

APRIL  23.— P.  M.— Subject:  "THE  JUDGMENT." 

"Yes,  every  secret  of  my  heart 
Shall  shortly  be  made  known, 
And  1  receive  my  just  desert 
For  all  that  I  have  done." 
Special  Music: 

Hosanna  in  the  highest Stainer 

The  offertory  for  this  evening  will  be  the  Bach  "Aria"  for  violin  and 
organ;  violinist,  Mr.  Theodore  Rentz. 
APRIL30.— A.  M.— Subject:  "THE  BLESSED  DEAD." 
"Their  toils  are  past,  their  work  is  done. 
And  they  are  fully  blest ; 
They  fought  the  fight,  the  victory  won, 
And  entered  into  rest." 
Special  Music: 

No  Shadows  Yonder Gaul 

April  30.— P.  M.— Subject:  "THE  HOLY  CITY." 
"In  the  bright,  eternal  city 
Death  can  never  come; 
In  His  own  good  time  He'll  call  us 

From  this  life,  the  Home  Sweet  Home." 
Special  Music: 

a.  For  Thee,  O  dear,  dear  Country Gaul 

b.  Thine  is  the  kingdom Gaul 

c.  Jerusalem,  high  tower,  thy  glorious  walls Buck 


246  CHURCH  PUBLICITY 

The  Midweek  Service 
The  midweek  service  is  one  of  the  big  problems  in  church 
life  to-day.     People  ride  long  distances  to  get  home  and  are 

satisfied  to  sit  still  when  the  evening  dinner  is  over 
Vivacious  |f  ^-j^^y  ^q  ^qi  have  some  other  vital  engagement. 
Vital  T^^  ^^y  ^^  general  testimony  is  gone.     It  has  been 

overworked.  Unless  new  life  and  method  are 
inaugurated,  the  prayer  meeting  will  drag  along  like  a  de(?repit 
old  man  or  be  absolutely  discontinued,  as  it  has  been  in  some 
churches.  It  may  be  vital  with  teaching  power  and  vivacious 
with  fresh  life.  It  must  be  very  practical  and  strongly  spiritual, 
with  a  good  flavor  of  sociability.  It  does  little  good  to  scold 
the  Sunday  audiences.  It  is  much  worse  to  pound  those  who 
do  attend  and  thus  hope  to  bring  in  others. 


%ct  Xns  Ipra^ 


Can    I    afford    to  neglect  PRI-      To  honor  my  Lord  and  Saviour. 

VATE  prayer? 
Can  I  afford  to  neglect  FAMILY      To  help  my  OWN  SOUL. 

prayer  ? 
Can    I    afford    to   neglect    the      To  help  OTHERS  who  NEED 

WEDNESDAY      NIGHT  my  help. 

Prayer  Meeting  of  MY  OWN 

CHURCH?  To  help  my  own  CHURCH. 

I  will  make  an  honest  and  earnest  effort  to  attend  the  Wednesday 
evening  PRAYER  MEETING  each  week  and  will  DEFINITELY 
INVITE  OTHERS  to  do  the  same. 

Name 

Address - - - 


The  first  essential  is  that  the  service  itself,  whether  it  be 

composed  of  ten  or  a  hundred,  shall  be  fresh  and  interesting 

and  worth  talking  about.     Then  the  advertising  "copy"  put 

out,  which  is  certain  to  draw  some,  will  be  effective,  for  the 

people  will  discover  there  the  something  which  their  lives  need. 

There  is  a  real  need  for  the  midweek  service  in  this  busy, 

straining  day.     It  ought  to  have  two  characteristics 

Essentials   — ^^^^    teaching    power    and    a    markedly   friendly 

atmosphere. 


MORNING  AND  MIDWEEK  METHODS       U1 

Dr.  George  Clarke  Peck  while  at  Saint  Andrew's  Church, 
New  York  city,  secured  the  pledges  of  nearly  one  hundred  to 
Securing  attend  regularly.  This  started  him  out  strongly 
Attend-  in  the  fall  and  so  gave  him  a  stimulus  for  the  whole 
ance  year;  he,  of  course,  planned  a  menu  both  appetizing 

and  nutritious. 

The  pledge  card  on  page  246  was  circulated  by  another  pastor 
in  the  effort  to  drive  home  the  feeling  of  responsibility. 

The  Rev.  Willis  P.  Odell,  D.D.,  pastor  of  Saint  Mark;s 
Methodist  Church,  Brookline,  Mass.,  sent  out  this  letter  to  his 
whole  membership: 


$u  l»ark'$  metbodlst  episcopal  CDurcb 

BROOKLINE,    MASS. 

Dear  Friend: — 

Will  you  pardon  a  word  of  pastoral  suggestion  ?  The  Midweek  Service 
— can  yfou  afford  to  cut  it  out  ?  Thomas  was  absent  once  rvhen  the  Lord 
came  to  a  meeting,  and  he  missed  a  great  deal.  Your  presence  is  needed  at 
the  rveekl^  service,  but  you  need  the  fellowship  of  the  Church  much  more. 
To  develop  spiritually  one  must  use  the  appropriate  means.  Are  you  grow- 
ing in  grace  and  in  the  graces  as  you  should  ?  We  ought  to  be  better  people 
as  we  get  older.  Jlre  you  content  with  your  progress  P  Let  us  not  forsake 
the  assembling  of  ourselves  together  for  mutual  encouragement.  Let  us  exhort 
one  another,  and  so  much  the  more  as  secularities  crowd  in  upon  our  precious 
time — time  getting  daily  shorter  for  that  soul  enrichment  which  will  presently 
be  found  to  be  our  choicest  possession. 

Mayf  I  hope  to  see  you  at  this  week  s  prayer  meeting  ? 

Most  cordially  your  pastor, 

WILLIS  P.  ODELL. 


The  writer  conducts  his  own  training  class  for  adult  candidates 
for  church  membership.  He  urges  their  attendance  at  the 
midweek  prayer  meeting  by  letter,  call,  and  personal  appeal. 
The  questions  there  considered  help  train  them.  At  the  close 
of  prayer  meeting  they  are  gathered  into  a  special  class  where 
doctrinal  matters  are  taken  up  clearly  and  directly  in  pre- 
paration for  the  reception  into  full  connection.  Hence  the 
following  subjects  used  in  springtime  have  a  double  purpose: 
they  instruct  the  new  converts  and  train  church  workers. 
Here  is  one  set  built  around  the  Apostles'  Creed: 


248 


CHURCH  PUBLICITY 


191  1 


What  Do  You  Know 


ABOUT  RELIGION? 

The  Modern  Christian's  BeiieF 
WEDNESDAYS 


8  p.m. 


Questions  in  the  Apostles'  Creed  Answered 


Feb.  15,  CAN   GOD  DO  ANYTHING? 
"  I  believe  in  God  the  Father  Almighty, 
Maker  of  Heaven  and  earth:" 

FEB.  22,   IS  CHRIST  THE  ONE  DIVINE 
SON  OF  GOD? 

"And  in  Jesus  Christ,  his  only  Son  our 
Lord;  who  was  conceived  by  the  Holy 
Ghost,  bom  of  the  Virgin  Mary;" 


MARCH    1,     WHY  DID    JESUS  DIE   ON 
THE  CROSS? 

"suffered     under    Pontius    Pilate,     was 
crucified^  dead  and  buried;" 

MARCH     8,      HOW     DO      WE     KNOW 
JESUS  AROSE  AGAIN? 

"the  third  day  he  rose  from  the  dead; " 


MARCH  15,  WHEN    WILL  THE   JUDG- 
MENT  OCCUR? 

"he  ascended  into  Heaven,  and  sitteth 
at  the  right  hand  of  God  the  Father 
Almighty;  from  thence  he  shall  come  to 
judge  the  quick  and  the  dead." 

MARCH   22,    HOW    DOES   THE    HOLY 
SPIRIT    HELP  Us? 

"I  believe  in  the  Holy  Ghost;" 

MARCH  29,  CAN  THE  ROMAN  CATH- 
OLIC CHURCH  FORGIVE  SINS? 

"the  holy  catholic  Church,  the  com- 
munion of  saints;  the  forgiveness  of 
sins;" 

APRIL  5,   HOW  DO  I   KNOW  THERE  IS 
A  FUTURE  LIFE? 

"the  resurrection  of  the  body;  and  the 
life  everlasting." 

GRACE  METHODIST 

"A  HOMELIKE  CHURCH" 
W.  104th  St.,  Bet.  Amsterdam  and  Columbus 


Pastor 


0U^jujJpK^ 


Leads 


HEARJ^EN    NOW 


The  writer  has  endeavored  to  gather  his  subjects  from  the 
people,  and  to  take  up  the  questions  which  are  constantly 
Some  bothering  them.     Here  is  a  set  for  successive  Wednes- 

Subjects      day  nights  in  preparation  for  a  revival  service: 

Why  is  it  that  so  few  attend  prayer  meeting.^ 

"What  is  the  cause  of  the  general  religious  indifference? 

The  greatest  Christian  movement  to-day. 

Are  revival  meetings  unwise? 

How  can  revival  meetings  be  brought  about? 

Can  everyone  do  personal  work? 

Will  it  do  any  good  to  pray  for  the  unconverted? 

What  do  I  mean  to  do? 


MORNING  AND  MIDWEEK  METHODS       249 


Here  is  another  cluster  that  strike  at  practical  problems: 

Six  Subjects  for  the  Soul  School 

The  Garden  of  Eden  and  Free  Will— Gen.  2.   16,  17. 

What  is  "Faith"  and  Doubt?— Ileb.  11.  6. 

Was  Jesus  Only  a  Man.?— 1  Cor.  12.  3. 

When  Do  I  Sin.?— James  2.  10. 

When  Should  I  Pray.? — James  5.  16. 

How  Does  the  Holy  Spirit  Help  Us.?— Rom.  8.20. 

Here  is  the  outside  of  the  little  folder  which  contained  the 
above  prayer  meeting  topics: 


WEDNESDAY,  8  P.  M. 

BRAIN  "o  mm  mm 


One  of  the  most  satisfying  series  was  announced  for  six 
weeks,  but  ran  for  nearly  five  months.  It  was  a  chronological 
study  of  the  life  of  Jesus.  Each  evening  the  pastor  gave  a 
twenty-minute  talk  reviewing  in  logical  order  the  events  of 
the  life  of  Jesus  and  driving  home  a  local  and  present-day 
truth. 

The  service  was  varied  each  evening.  One  evening  it  would 
be  given  over  to  thanksgiving,  when  for  ten  minutes  people 
mentioned  things  for  which  they  were  grateful.  Another  eve- 
ning everyone  was  asked  to  read  a  verse  of  their  favorite  song. 
Another  evening,  Scripture  would  be  quoted.  Another  evening 
a  question  like  the  following:  "Why  am  I  glad  that  I'm  a 


250 


CHURCH  PUBLICITY 


Christian?"  was  propounded,  to  be  answered  by  separate 
testimony.  Another  evening  twenty  minutes  was  given  to 
short  petitions  by  many  people.  Another  evening  a  question 
Uke  "What  most  impresses  me  about  the  Hfe  of  Jesus?"  would 
be  asked.  No  set  and  regular  program  was  followed.  No  one 
knew  what  was  coming  next. 

Here  is  the  program  which  was  issued: 


WEDNESDAYS,  8  P.M. 

SIX  WEEKS  WITH  THE 
MAN  AND  SAVIOR.  JESUS 

March  5th, 

"GIVES  UP  HIS  HOME" 

March  12th, 

"FOUNDS  OUR  CHURCH" 

March  19th, 

"BECOMES   UNPOPULAR" 

March  26th, 

"FACES   HIS  ENEMIES" 

April  2ncl, 

"GETTING  READY  TO  DIE" 

April  9th, 
"OVERCOMES  SUFFERINGS" 


GRACE  ?ptt!  CHURCH 

W.  I04th  St.,  Bel.  Amsterdam  and  Columbus 


P.  S.  Questions  answered  nightly.    Church 
Membership  Class  at  9  P.  M. 


The  writer  was  long  ago  impressed  by  a  statement  of  Bishop 
Luccock,  who  declared  that  in  his  prayer  meeting  he  stood 
every  minute  like  a  general  in  command  so  that  he  could  take 


MORNING  AND  MIDWEEK  METHODS       251 

advantage  of  every  turn  of  the  service.  It  must  not  get  in 
a  rut.  No  half  dozen  people  should  be  allowed  to  do  the  talking 
and  praying. 

Here  are  subjects  taken  up  in  prayer  meeting  at  different 
times: 

What  Constitutes  a  Good  Person? 

What  my  Trials  and  Hard  Experiences  Have  Taught  Me. 

Can  Everyone  Find  Contentment? 

What  My  Home  Did  for  Me. 

How  to  Keep  off  the  Blues. 

The  Value  of  a  Friend. 

A  Scripture  Verse  that  Brought  me  Comfort  at  Some  Time. 

Thoughts  from  Easter. 

The  Best  Human  Character  in  the  Bible  and  Why. 

The  Best  Chapter  in  Matthew. 

It  is  exceedingly  difficult  to  get  the  ordinary  audience  to 
ask  questions.  They  have  thought  about  problems  at  other 
periods  but  at  this  particular  hour  they  do  not  recur.  They 
forget  to  note  them  down  at  home.  The  writer,  therefore, 
prepared  a  list  of  questions  which  was  distributed  every  Wednes- 
day night.  Ten  or  fifteen  minutes  was  then  allowed  to  question 
answering.  Anyone  in  the  audience  merely  called  out  a  number 
and  the  pastor  read  the  question  and  then  undertook  to  answer 
it.  For  example,  some  one  would  call  out  "34."  It  is  "Why 
are  we  Baptized?"  and  an  answer  was  then  shaped  and  given. 
Here  is  the  complete  list: 

Questions   concerning  the   Religious   Life    for  the 

**(^m}  leriatr" 

CONDUCTED  BY  A^Aajj^^^         THE  PASTOR  AT  THE 
MID    WEEK  PRAYER  MEETING    EVERY   WEDNESDAY 

AT  EIGHT  P.  M. 

(grace  iMetfjobisft  Cpis^copal  Cfturcfj 

West  104th  Street,  between  Columbus  and  Amsterdam    Avenues,   New  York  City 

"A  HOMELIKE  CHURCH  " 

1.  Is  the  world  growing  worse  ? 

2.  Can  we  prove  the  divinity  of  Christ  ? 

3.  Gould  Christ  sin  when  on  earth  ? 

4.  Will  Jesus  return  again  ? 


252  CHURCH  PUBLICITY 

5.  Was  Jesus  a  Socialist  ? 

6.  Was  the  atonement  necessary  ? 

7.  Was  Jesus  a  real  man  ? 

8.  How  can  there  be  three  persons  in  one  in  the  Trinity  ? 

9.  Is  it  necessary  for  a  Christian  to  believe  in  the  Trinity  ? 

10.  Why  did  God  choose  Israel  ? 

11.  How  do  I  know  God  loves  me? 

12.  Can  we  prove  the  existence  of  God  ? 

13.  Is  there  a  personal  God? 

14.  Is  God  all  powerful? 

15.  How  does  the  Holy  Spirit  help  ? 

16.  How  shall  I  use  the  Bible  ? 

17.  Is  the  Bible  Inspired  more  than  any  other  Book? 

18.  Should  we  keep  the  Ten  Commandments  ? 

19.  How  shall  I  consider  the  story  of  the  Garden  of  Eden  ? 

20.  Was  the  "flood"  a  literal  inundation  ? 

21.  Who  wrote  the  Bible  ? 

22.  How  do  we  know  the  Bible  is  dependable  ? 

23.  How  do  some  people  injure  their  nerves  by  doing  church  work? 

24.  Is  the  church  endangered  ? 

25.  What  difference  is  there  between  the  Roman  Catholic  and  the  Protes- 

tant Churches? 

26.  Why  do  so  few  people  go  to  church  ? 

27.  Is  it  possible  to  do  religious  work  for  self  glory  rather  than  for  the 

glory  of  God? 

28.  Is  it  not  possible  to  do  too   much  church  work,  and  thus  neglect 

necessary  social  duties  ? 

29.  Is  the  church  needed  in  modern  society? 

30.  What  place  has  heredity  and  environment  in  making  character  ? 

31 .  Can  God  compel  people  to  do  right  ? 

32.  »  Do  we  actually  have  free  will  ? 

33.  Will  all  people  eventually  be  saved  ? 

34.  Why  are  we  baptized  ? 

35.  Why  do  we  use  the  communion  service  ? 

36.  Is  divorce  permitted  by  the  Methodist  Church  ? 

37.  How  should  I  treat  the  beggar  appealing  to  me  ? 

38.  How  can  we  help  the  homeless  stranger  out  of  work  and  sin  enslaved  ? 

39.  Should  I  try  to  persuade  Jewish  girls  to  accept  the  Christian  faith  when  it 

will  create  discord  in  their  homes? 

40.  Is  there  a  life  after  death  ? 

41.  Will  I  know  my  loved  ones  after  death? 

42.  What  is  conditional  immortality? 

43.  How  long  after  death  before  the  soul  goes  into  the  presence  of   God  ? 

44.  Who  is  a  heretic  ? 

45.  What  truth  does  Christian  Science  teach  us  ? 

46.  What  is  divine  healing? 

47.  May  we  expect  miracles  in  these  days  ? 

48.  What  is  a  miracle  ? 

49.  How  can  we  get  more  faith  ? 

50.  What  is  faith  ? 

51.  What  is  sinful  doubt  ? 

52.  Who  are  infidels  ? 


MORNING  AND  MIDWEEK  METHODS       253 

53.  When  should  I  smile? 

54.  What  is  the  unpardonable  sin  ? 

55.  How  will  God  punish  wrongdoing  ? 

56.  Why  does  God  permit  sin  to  exist  ? 

57.  Is  there  a  future  punishment? 

58.  Does  forgiveness  remove  the  effects  of  sin  ? 

59.  What  is  original  sin  ? 

60.  What  harm  does  profanity  do  ? 

61.  What  is  the  most  deadly  sin  ? 

62.  Can  we  get  forgiveness  without  pardoning  others? 

63.  What  punishment  will  bad  people  meet  ? 

64.  Why  is  suffering  permitted  ? 

65.  Is  it  right  to  desire  riches  ? 

66.  Are  all  prayers  answered  ? 

67.  What  good  can  trouble  do  us  ? 

68.  How  can  I  find  rest  for  tired  nerves  ? 

69.  What  good  does  it  do  to  pray  ? 

70.  Is  it  right  to  tithe  our  income? 

71.  Does  everyone  need  to  be  converted  ? 

72.  When  do  I  sin  ? 

73.  Does  the  fear  of  punishment  drive  people  to  become  Christians  ? 

74.  Can  any  man  be  a  Christian  ? 

75.  How  should  I  treat  people  who  talk  about  me  behind  my  back? 

76.  Is  man  worth  saving? 

77.  Evidence  that  one  is  converted? 

78.  Who  will  be  lost  ? 

79.  Why  do  the  Jews  so  generally  reject  Jesus  Christ  as  the  Messiah  ? 

80.  Why  is  it  wrong  to  lie  ? 

8 1 .  Where  is  heaven  ? 

82.  Will  the  heathen  be  lost  ?  # 

83.  Why  is  gambling  wrong? 

84.  Is  war  wrong? 

85.  Is  capital  punishment  wrong  ? 

86.  Why  should  I  attend  church  regularly  ? 

Just  after  the  Roman  Catholics  had  ended  a  mission  in  the 
big  convention  hall  in  Denver  hundreds  of  little  cards  reading, 
"  'What  do  the  Roman  Catholics  Believe.^^'  Midweek  Service, 
February  10th,  February  17th,"  were  distributed.  Then 
came  another  "What  do  the  Methodists  Believe.^"  for  Wednes- 
day, February  24th.  These  made  two  related  and  apt  sub- 
jects just  after  the  whole  town  was  talking  about  Catholics 
and  when  some  Protestants  were  turned  into  Roman  Catholics. 

The  Rev.  Frank  W.  Luce,  D.D.,  of  First  Methodist  Church, 
Cleveland,  Ohio,  announced  the  following  list  of  subjects: 

Some  Experiences  of  an  Itinerant  Minister  in  the  Orient 
Personality  and  Early  Life  of  Saul. 
His  Part  in  a  Disgraceful  Lynching. 
A  Miracle  on  the  Damascus  Road. 


254 


CHURCH  PUBLICITY 


The  Suspicions  of  the  Jerusalem  Church  and  the  Discovery  of  a  Man. 

A  Rich  Layman  and  His  Support  of  a  Missionary. 

Saul's  Second  Missionary  Trip,  with  Barnabas  and  John  Mark. 

The  Conversion  of  a  Roman  Dignitary  and  the  change  of  Saul's  name. 

Paul's  "ups  and  downs"  at  Antioch  and  Lystra. 

A  Religious  Quarrel  and  What  Came  of  It. 

A  Tiresome  Trip  to  Europe  by  Paul  and  Silas. 

The  Sensational  Jail  Delivery  at  Philippi. 

Paul  at  Athens,  the  Center  of  Greek  Culture. 

Paul's  Episcopal  Visitation  of  the  Churches. 

The  Exciting  Riot  in  Jerusalem. 

Paul  in  chains  before  Felix  the  Governor. 

A  Prisoner  Preaches  Effectively  to  a  King. 

A  Trip  to  Rome  at  Government  Expense. 

Paul's  Two  Years'  Residence  in  Rome. 

A  Headless  Body  on  the  Appian  Way. 

A  Crown  of  Glory  in  the  Hands  of  a  Righteous  Judge. 

Modern  The  Rev.  F.  H.  Brunstetter    arranged  a  modern 

Saints  set  of  subjects  bound  to  arouse  thought  as  follows: 


Prayer    Service 

AT    THE 

ME-TMODIS-r    CHURCH 

SOME  PRESENT  DAY^AINTS. 

ST.   ANDREW 

Andrew  Carnegie,  Philanthropist. 
Stewardship  plus  Money. 

ST.  MARK 

Mark  Twain,  Writer. 

Stewardship  plus  Talents. 

ST.  THOMAS 

Thomas  A.  Edison,  Inventor. 
Stewardship  plus  Nature. 

ST.  JOHX 

John  H.  Vincent,  Educator. 
Stewardship  plus  Trained  Brains. 

ST.  "TEDDIE" 

Theodore  Roosevelt,    The   Martin 
Luther  of  America. 


Dr. 

Programs 


Durkee,  at  South  Brockton,  Mass.,  prepared  a  varied 
program  which  he  put  out  in  his  usual  form  of  striking 
display  and  wording.     Here  is  his  program : 


MORNING  AND  MIDWEEK  METHODS       255 

PRAYER  MEETING  TOPICS. 

B 

October  3.     Favorite  Scripture,  Why  ? 

"Thy  word  is  a  lamp  to  my  feet." 

October  10.     What  each  department  wishes  to  accompHsh  this  year. 
Four-minute  talks. 

1.  Women's  Societies,  Mrs.  Archie  Do  ten  and  Mrs.  Rufus 

Keith. 

2.  Men's  Club.     Mr.  H.  Ernest  Knowles. 

3.  C.  E.  Societies. 

Junior,  Miss  Esther  Keith. 
Intermediates,  Miss  Mabel  Davis. 
Y.  P.  S.  C.  E.,  Mr.  Wilbur  Childs. 

4.  Sunday  Schools,  Dr.  Wirt. 

5.  From  the  standpoint  of  the  pastor,  Dr  Durkee. 

October  17.  What  I  have  learned  from  the  sermons,  since  vacation. 
Three-minute  talks  by  Mr.  Sydney  Packard,  Deacon  George 
Howard,  Miss  Lillian  Leach. 

October  24.  Opening  night  of  the  great  Christian  Endeavor  Convention. 
This  church  joins  in  the  welcome. 

October  31.     Preparatory  lecture.     "  Friendship's  Appeal." 
"  This  do  in  remembrance  of  me." 

Read  Luke  22:  14-23. 

November  7.     What  prayer  does  for  me. 

Dea.  John  Wentworth,   Mrs.   Nellie  Hayward,   Mr.  Lewis 
Pierson. 

November  14.     "  Problems  that  puzzle  people." 

I.  The  Bible  and  modern  scholarship. 

November  21.     Turkey  in  picture  and  story. 

Letters  from  Mr.   and   Mrs.    Harlow.     (Supported  by  this 
church  in  Turkey.) 

November  28.     My  Thanksgiving. 

December  5.  What  I  gleaned  from  the  sermons  of  the  month.  Three- 
minute  talks  by  Miss  Esther  Dow,  Mr.  Jacob  Dobreff,  Miss 
Clara  Keith,  Mr.  Richard  Knowles. 

December  12.     The  book  of  Daniel. 

December  19.     My  Christmas  ! 

December  26.     Lessons  from  the  year. 

January  2,  1913.     Preparatory  lecture.     "  Friendship's  Request." 
"  Abide  ye  here  and  watch  with  me." 

Read  Matthew  26:36-46 


256  CHURCH  PUBLICITY 

Nothing  appeared  on  the  outside  but  the  two  flaps  folded  over 
looking  like  a  door  and  the  two  words  ''Open  the  Door." 
Of  course  one  would  turn  inside  to  see  what  was  there. 

The  Rev.  Elmer  E.  Higley,  D.D.,  inaugurated  a  new  method 
which  made  more  profitable  an  old  and  helpful  plan.  He 
appointed  two  people  to  act  as  hosts  at  the  midweek  service. 
These  two  were  to  prepare  some  simple  refreshment  to  be  used 
for  a  social  time  at  the  close. 

The  writer  caught  at  this  plan  and  appointed  four  couples 
as  hosts  and  hostesses,  limiting  the  expense  to  $1  a  couple. 
This,  of  necessity,  required  a  very  simple  kind  of  refreshments 
as  it  gave  them  but  $4  with  which  to  provide  for  two  hundred. 
One  night  they  had  a  grape-juice  lemonade,  and  another  night 
ice  cream  cones,  and  another  night  regular  lemonade  with 
delicious  cakes,  etc.  The  attendance  was  augmented  remark- 
ably because  the  social  atmosphere  at  the  close  was  so  delight- 
ful. The  spiritual  atmosphere  was  richer  than  ever  and  new 
friendships  were  made  and  old  ones  cemented.  The  plan  is 
a  tremendous  success  and  worthy  of  imitation. 

The  midweek  service  should  accentuate  the  familyhood  of 
the  church.  It  is  a  gathering  of  the  sons  and  daughters  of  our 
heavenly  Father  who  meet  for  mutual  helpfulness  and  require 
human  cheer  as  certainly  as  they  need  spiritual  uplift  through 
the  appropriation  of  religious  truths. 


CHAPTER  XIII 

Featuring  the  Sunday  Night  Service 

Most  churches  are  empty  Sunday  evening.  Many  should 
only  attend  one  service  a  day.  They  are  away  all  week  in  the 
Sunday  hurry  of  the  day's  demands,  and  hence  really  require 
Night  some  time  to  cultivate  their  families.     Others  are 

Opportu-  so  nerve-worn  and  rushed  through  the  week  that 
^^*y  they  loaf  Sunday  morning.     This  class  will  likely 

go  some  place  Sunday  evening.  The  theater  is  very  attractive, 
and  life's  humdrum  must  be  broken  up.  All  are  not  degenerates 
who  attend  these  places  of  amusement.  It  would  be  foolish 
to  charge  that.  The  purveyors  of  amusement  are  wise  in 
their  day  and  generation;  they  draw  folk  and  ease  their  con- 
science by  putting  on  religious  motion  picture  films  or  features, 
or  else  by  calling  the  whole  thing  a  "sacred"  concert. 

We  must  demonstrate  what  the  church  is  to  the  community. 
There  is  some  way  to  drive  that  truth  home.  Mr.  Herbert  N. 
Casson  was  employed  to  demonstrate  the  financial  value  of 
the  New  York  Telephone  Company  to  Buffalo.  The  company 
was  paying  out  $4,000  a  day.  He  proposed  that  every  ex- 
penditure be  made  in  new  small  bills,  and  change  be  made  in 
freshly  coined  silver.  In  six  weeks  $200,000  had  thus  been 
paid  out  and  everyone  in  town  had  received  some  of  it.  Then 
space  was  purchased  in  the  daily  papers  and  the  headline, 
"Have  you  noticed  the  new  money?"  was  used  to  introduce 
the  subject  of  regular  expenses.  Of  course  everyone  read  it 
with  interest,  and  was  pleased — and  remembered. 

Shall  the  church  refrain  from  active  competition?  As 
Should  ^^'  ^^^^^^^^^  advertising  expert,  with  a  religious 
Compete     spirit,  well  says: 

with  I  should  enter  into  active    competition    with    every    other 

Amuse-  form  of  Sunday  amusement  and  recreation,  and  make  niy 
mentS  appeal  in  behalf  of  the  mental    recreation    and   the   inspira- 

tion which  my  church   afforded  and  which  the  other  forms 
of  Sunday  amusement  lacked. 

257 


258  CHURCH  PUBLICITY 

It  would  be  well  to  emphasize  the  word  inspiration  here 
rather  than  amusement.     As  Mr.  Hotchkin,  another 
Invigorat-  advertising  expert,  wrote: 

ing  Men  think  that  they  get  the  recreation  and  inspiration 

they  need  from  playing  golf.  They  must  be  shown  that 
they  get  a  better  kind  as  real  and  as  invigorating  from  a  vital  religious 
service. 

We  have  a  right  to  use  attractions  to  draw  people  into  the 
Sunday  night  service  and  then  give  them  the  vital  gospel. 
When  Jesus  was  driven  from  the  temple,  his  Father's  house, 
he  went  out  into  the  open  and  spoke  where  the  masses  assembled. 
We  must  get  a  hearing.  If  attractions  or  features  or  unusual 
things  draw  the  people  in,  we  have  a  right  to  use  them  if  then 
we  can  have  a  chance  to  preach  the  gospel  to  them.  There 
is  no  reason  why  the  church  located  amidst  the  theaters  that 
are  packed  Sunday  night  should  not  also  be  full,  even  though 
to  secure  such  results  may  require  a  shattering  of  traditions, 
bring  the  burden  of  heavy  work,  and  call  out  every  power  and 
intuition.  The  religious  instinct  and  make-up  of  man  is  on 
the  church's  side.  If  we  can  offer  them  something  attractive, 
refreshing,   and  inspiring,  we  can  surely  gain  their  support. 

It  does  not  excuse  us  to  declare  that  "our  fathers"  did  not 
do  it.  They  employed  methods  which  were  as  unusual  in  their 
day  as  the  ones  now  to  be  proposed  are  counted  in  our  day. 
If  "our  fathers"  were  alive,  they  would  not  be  satisfied  with 
empty  seats.  We  do  not  need  to  be  frightened  away  from  any 
method  that  results  in  transforming  lives  and  in  gaining  dis- 
ciples for  Christ.  That  will  be  the  test  of  every  plan  proposed. 
Innate  feelings,  false  squeamishness,  the  fear  of  criticism,  the 
love  of  ease  must  all  give  way  before  this  higher  purpose. 

Thirty-five  years  ago,  when  Austin  Phelps  published  his 
Theory  of  Preaching,  the  Sunday  evening  problem  had  appeared, 
and  to  cure  it  he  advised  a  large  use  of  expository 
and^^^  preaching.  He  explained  the  cause  by  saying  that 
Meeting  once  the  people  had  no  commentaries  or  Bible 
Difficulties  helps,  but  now  they  "are  so  abundant  that  people 
will  stay  at  home  Sunday  evenings  to  study  their 
Bibles."  What  would  he  say  to  the  thousands  of  things  that 
now  divert  attention  and  in  the  face  of  the  wide  need  of  Sunday 
fresh  air  for  city  folks,  together  with  golf,  automobiles,  yachting, 
baseball,  Sunday  newspapers,  family  gatherings,  and  the  gen- 
eral carelessness  about  church  attendance? 


THE  SUNDAY  NIGHT  SERVICE  259 

A  good  many  pastors,  recognizing  the  fact  that  they  are 
limited  in  mental  power  and  in  the  time  to  prepare  two  ser- 
mons, over  against  the  fact  that  most  people  get  enough  wor- 
ship out  of  one  service  and  want  to  stay  home  at  night,  have 
given  up  the  night  service,  or  else  make  very  little  of  it  and  are 
satisfied  with  a  handful  of  folks.  These  pastors  ought  to  be 
wakened  to  the  fact  that  there  are  thousands  of  folks  who  will 
not  go  to  church  in  the  morning.  They  are  ready  to  go  some 
place  Sunday  night.  They  are  rested,  and  tired  of  lying  around 
the  house.  They  want  something  different  from  their  work 
of  the  week.  They  are  afraid  to  go  to  church  in  the  morning 
for  fear  they  will  be  made  fun  of.  They  can  be  won  with  the 
right  kind  of  appeal.  It  is  not  necessary,  therefore,  for  us  to 
have  our  own  membership  at  night. 

If  we  are  to  make  recruits  for  the  kingdom,  we  must  catch 
folks  who  do  not  ordinarily  attend  church.  They  will  not 
come  in  the  morning.  If  we  are  "fishers  of  men,"  we  must  get 
a  night  audience.  From  this  audience  we  can  get  decisions  for 
Christ.  We  must  expect,  therefore,  to  take  up  methods  that 
will  be  noticed  by  the  unchurched  folks.  Of  course  they 
may  at  first  ofl^end  some  of  the  regular  attendants,  but  that 
will  wake  them  up  and  help  call  in  the  unchurched. 

If  the  audience  cannot  be  secured  in  the  local  church,  then, 
like  many  other  pastors  who  have  tried  it  out,  that  pastor 
should  go  downtown  to  a  theater  or  to  a  hall  with  his  fine  choir 
and  with  his  best  trained  workers.  In  every  village,  town, 
and  city  in  the  country  there  are  multitudes  who  can  be  drawn 
into  the  attractive  Sunday  night  service. 

The  Rev.  A.  Hamilton  Nesbitt,  at  Palenville,  N.  Y.,  a  town 
of  six  hundred  people,  demonstrated  that  fact  during  a  recent 
winter.  T.  B.  Young,  a  pastor  in  the  town  of  Red  Hook, 
N.  Y.,  with  a  population  of  one  thousand,  also  made  the  effort 
to  secure  special  talent,  and  by  advertising  it  succeeded  in 
filling  his  church. 

The  Rev.  T.  R.  Wallace,  D.D.,  at  Middletown,  N.  Y.,  had 
a  partially  filled  audience  room  Sunday  nights.  He  began 
to  engage  all  kinds  of  lyceum  talent  for  Saturday  night,  with 
the  prdviso  that  they  remain  over  for  the  Sunday  night  service. 
He  organized  a  group  of  young  people  to  mail  letters  to  the 
membership  and  other  folks  whose  names  he  could  get  every 
week.  During  the  winter  he  thus  sent  out  thirty -five  thousand 
letters.     As  the  result,  standing  room  was  at  a  premium  both 


S60  CHURCH  PUBLICITY 

Saturday  night  and  Sunday  night,  and  scores  joined  the  church. 
He  took  a  silver  offering  on  Saturday  night.  At  the  end  of  the 
season  he  figured  up  and  found  a  deficit  of  just  exactly  forty 
cents  after  he  had  paid  all  the  talent  for  Saturday  night  and  all 
the  advertising  bills.  This  did  not  count  the  extra  collections 
and  subscriptions  that  were  received  in  the  Sunday  services. 
Dr.  T.  H.  Baragwanath  found  that  such  talent  also  filled  his 
church  Sunday  night. 

First.  The  audience  room  should  be  bright.  The 
^^^^  .  colors  need  not  be  gaudy,  neither  should  they  be 
sites  dead.     light    up    well.     Freshen  with    paint    and 

varnish  frequently. 
/  Second.  The  service  should  be  happy.  Singing  must  not 
/  drag.  A  heavy  ritual  will  be  vetoed.  Morose  predictions  will 
be  kept  in  the  cellar.  The  scolding  will  be  carried  on  by  dumb 
people.  A  good  sweet  laugh  will  hurt  no  one.  Faces  smil- 
ing with  cheer  will  sunshine  the  hearts  of  those  who  attend. 
Everyone  will  get  a  genuine  welcome.  Reserved  seats  will  be 
unknown.     It  will  be  a  happy  Sunday  evening. 

Third.  The  service  will  be  popular.  The  writer  has  never 
seen  any  profit  in  abusing  the  Catholics  or  the  Jews  or  any 
other  nationality.  All  classes  ought  to  feel  at  home.  Some 
method  for  permitting  the  individuals  to  express  themselves 
will  be  employed.  Congregational  singing  helps.  A  story 
sweet  with  laughter  will  not  injure  the  atmosphere.  x\nyone 
ought  to  feel  free  to  send  up  a  question.  The  collection,  if 
enforced,  will  bring  out  the  best  offering  from  every  individual. 
That  helps.  Where  one  puts  his  money  he  will  be  interested. 
Two  Sunday  night  service  collections  at  Grace  Church,  New 
York,  were  reported  by  the  treasurer,  William  Overton:  One 
amounted  to  $101.40,  and  had  741  nickels,  298  dimes,  92 
quarters,  and  355  pennies,  and  only  8  halves  and  4  dollars. 
Another  time  it  was  $65.55  and  there  were  66  quarters,  164 
dimes,  446  nickels,  and  235  pennies. 

Fourth.  The  preacher  must  be  optimistic.  Faith  will  make 
him  so.  He  will  then  be  helpful,  energetic,  earnest,  alert, 
industrious,  and  always  at  it.  He  will  expect  to  use  his  per- 
sonality, his  magnetism,  his  nerves,  his  brain,  his  heart, 
his  spiritual  power,  and  everything  to  make  the  service  come 
to  highest  power.  He  cannot  fritter  away  his  strength  with 
Sunday  afternoon  engagements.  He  will  be  wrung  out  when  the 
Sunday  work  is  done.     He  will  preach  a  vital  gospel.     He  must 


THE  SUNDAY  NIGHT  SERVICE  S61 

have  met  Jesus  Christ  personally  and  believe  that  he  is  the 
power  of  God  unto  salvation  unto  everyone  that  belie veth. 
He  will  declare  that  fact  in  soine  way  or  other  every  Sunday 
evening.     Nothing  will  be  allowed  to  cut  that  off. 

Now  we  may  fully  and  freely  take  up  the  features  which  are 
to  be  employed  to  advertise  the  Sunday  evening  service;  to 
-,     .  give  it  publicity  among  folks  so  that  they  will  want 

f^6d<t}Ur6S        , 

to  come. 

Plan  a  campaign  running  over  several  weeks.  In  fact,  at 
every  Sunday  night  service  there  ought  to  be  an  announcement 
of  the  special  feature  for  the  next  one  or  two  weeks.  Keep 
the  interest  as  intense  as  it  is  in  a  continued  story  that  compels 
you  to  buy  the  next  edition  of  a  magazine.  Here  are  five 
campaigns  planned  in  different  cities,  running  from  New  York 
to  a  town  of  a  few  hundred  population. 

After  the  writer  had  secured  Edward  Payson  Weston,  the 
world-known  walker,  to  speak  in  the  service,  the  Aida  Trumpet 
Trio  and  some  other  high-class  talent  was  also  engaged.  A 
striking  folder  with  half-tone  pictures  of  this  unusual  talent 
was  put  into  all  the  elevator  apartments.  Cards  and  ordinary 
•printing  matter  cannot  be  placed  in  these  large  houses.  Per- 
mission must  be  secured  from  the  superintendent  for  even  a 
better  piece  of  printing.  On  the  front  page  was  the  picture  of 
the  pastor.  Four  other  pictures  of  the  talent,  with  a  descrip- 
tion, made  it  very  attractive.  The  morning  service  was  also 
pushed  forward.  Different  kinds  of  people  were  likely  to  be 
attracted  by  each  thing  featured.     Here  is  the  program: 

Edward  Payson  Weston 

Recently  Returned  from  a  Round  Trip  Walk  to  San  Francisco 

Tells  anecdotes  of  Trip,  preceding  the  short  sermon  by  Dr.  Reisner  on 

"The  Walks  of  Jesus" 

A  Sunshiny  Service 

That  was  February  19. 
On  February  26: 

Beautiful  Aida  Trumpet  and  String  Trio 

Misses  Edna  White,  Norma  and  Cora  Sauter 

They  have  appeared  with  Madame  Schumann-Heink,  Carl  Dufft, 

Paul  Dufault,  and  Mme.  Bernice  de  Pasquali 

March  5: 

Clarence  de  Vaux-Royer 

Internationally    Noted   and   Trained    Violinist 

Ysaye,  his  teacher,  said,  "You  play  with  much  expression, 

and  have  great  talent." 


262  CHURCH  PUBLICITY 

Then  followed  a  number  of  other  quotations  concerning  his 
gifts. 

March  12: 

Miss  Dasa  Harmon 

Bell  Ringer 

Twenty-eight  beautiful  bells  will  be  used  to  play  "The  Palms,''  "Largo," 

"Meditation"    (Bach-Gounod),   "Lead,   Kindly  Light." 

Then  came  the  following  section  of  general  advertising: 


HEARTEN  WITH  US— EVERY  W^EEK 

Sunday — 

II  A.  M,  Homey  Morning  Worship 
2:45  p.  M.  Stimulating  Sunday  School 
7:45  P.  M.  Happy  Sunday  Evening 
Monday — Young  Men's  Gymnasium  Class 

Tuesday — Young  Women's  Gymnasium  Class  ([)irection  of  Prof.  May  Child) 
Wednesday — Midweek  Prayer  Meeting — Study  of  Modern  Beliefs 
Friday — A  Friendship  Social  by  Various  Organizations 

Numerous  Entertainments  and  other  Meetings 

CLurcL  Office  131  West  104  Telephone  RiversiJe  868 


**A  Homelike  Church" 

The  Rev.  Charles  L.  E.  Cartwright,  Ph.D.,  pastor  of  North 
Avenue  Methodist  Episcopal  Church,  Pittsburgh,  Pa.,  an- 
nounced the  following  campaign: 

July    7th.— The  Home 

Special  music  and  a  list  of  patriotic  leaders 

who  would  attend  were  then  given. 
July  14th. — The  Church 

Special  Music 

Two  Odd  Fellow  Lodges  attend. 
July  21st. — The  School 

Special  Music 

Three  Lodges  of  the  Knights  of  the  Golden  Eagle  and 

Two  Lodges  of  the  Knights  of  Malta  attend. 
July  28th. — The  Nation 

Special  Music 

Two   Posts  of  the   G.  A.  R.   and 

Sons   of  Veterans  attend. 

He  then  gave  a  paragraph  of  general  attractions  as  follows: 


THE  SUNDAY  NIGHT  SERVICE 


26S 


A   more    cordial    church    is   not  in  Pittsburgh.     All 
find  a  welcome  here. 

Membership  about  1,150. 

Sunday  School  between  1,600  and  1,700. 

Epworth  League  425. 

Two  Choirs — 90  voices. 

Two  Orchestras — 40  players. 

Active  Brotherhood. 

Splendid  organizations  of  women. 

Boys'  Club— Girls'  Club. 

Every-night  Reading  Room. 

Something  going  on  all  the  time. 


Our    Slogan- 


FOR   GOD   AND   MAN, 

FOR  HOME  AND  NATIVE  LAND 


In  Denver,  following  the  "rose"  service,  which  will  be 
described  later,  there  was  announced  a  series  of  sermons  on 
Subjects  flowers,  and  at  the  same  time  the  musical  attractions 
and  Music  were  given  and  the  Sunday  morning  topics  outlined  : 

GRACE  METHODIST   EPISCOPAL  CHURCH 

A  "Homelike  Church" 

Corner  Bannock  and  W.  13th  Avenue 


feoi;c4xA>w         D.  D. 


Happy  Sunday 

Sxibjects 

'Flowers  for  the  Discouraged  M/-v«7 

Is.  35-1  1>IUV. 


Evening,  7.30 

Music 

I  C      Miss    Ida  Askling,  V^iolinist    and 
*  ^  Teacher 


"  Flowers  for  the  Needy 
Lk.  4-18 


Nov, 


22    Child  Pianist  (13  yrs.  old)   Mamie 
^■^    Kolinsky,  pupil  of  Miss  Grossmayre 


Flowers  for  the  Sad 
Jer.  31-12 


«.  ^„      Lyric  Quartet — 1st  and  2nd  Violins 

l\OV.      2}f     Cello,   Contra,   Bass  Guitar;  from 
Linn  School  of  Music 


'Flowers  for  the  Young 
Eccles.  12-1 


Dec.  6 


$1,000  Italian  Harp,  accompanied 
by  Piano  and  Violin 


Flowers  for  Bad  Folk 
Isaiah  42-1 :3 


r^P^r*         I  ^     Cello,  Violin  and  Piano,  direction 


C.  T.  West 


Homey  Morning  Worship,  10.30 

Nov.  22 — Gov.  Buchtel  preaches  Dec.   6 — "  Our  Trustworthy  Friends" 

Nov.  29 — "  America  as  a  World  Power"  Dec.  13 — "  Patriotic  Americans" 


C  M  E  E:  R  I  M  C3 


:rvices 


264  CHURCH  PUBLICITY 

The  Baptist  Church  of  Waverly,  N.  Y.,  a  town  of  five  thou- 
sand, demonstrated  that  even  in  a  town  of  that  size  an  attract- 
ive program  could  be  arranged,  as  follows: 


NDAY         OWEET 
RVICE        >i^lNGlNG 


PEOPLE'S         LjAPPY        OU 
OPULAR  rloUR  Oe 

Series  of   Sunday  Evening  Sermons 

THE  HOME  BUILDERS 

October  29 — An  Old    Fashioned  Home 

Solo,  Mrs.  Bird  "God  Give  Us  Homes" 
November    5 — A     Plea     for     Courtship    After    Marriage 

Solo  and  Chorus  "When  Love  Shines   In" 
November   12 — Father — God's    Gentleman 

Baraca  Chorus  "If  All  Were  Brothers  True" 
November     19 — Mother — The     Queen     of    the     World 

Berea  Chorus  "If  All  Were  Mothers  True" 
November  26 — Son — Young   America 

Boys'  Chorus  "My  Mother's  Prayer" 
December    3 — Daughter — An  American    Beauty 
Girls'   Chorus  "Home   Lights" 

WELCOME    SMILE  AT     THE 

F«IENDLY   HAND    CLASP    nAD-TICT   r'LJIIDr'LJ 
COMFORTABLE    SEAT  B  A  P  I    I  5  I     C  M  U  HU  M 

.CHEERY — COME  AGAIN  WAVERLY,  N.Y. 

7:jo    -     Sixty  Minutes  Long    -    8:jo 


It  is  never  impossible  to  get  some  kind  of  talent.  Nothing 
is  more  magnetic  than  the  children  and  young  people  of  your 
own  church.  They  enjoy  getting  ready.  Their  parents, 
relatives,  and  friends  will  attend.  Their  sweet  personalities 
will  prepare  the  atmosphere  for  preaching.  At  least  two  such 
services  are  put  on  at  Grace  Church  every  year.  The  pro- 
gram can  frequently  be  augmented  by  special  talent.  One 
year  we  found  a  little  boy  over  in  New  Jersey  who  was  a  marvel- 
ous impersonator,  and  also  discovered  a  three-year-old  sister 
of  one  of  our  Sunday  school  scholars  who  could  sing  in  Welsh, 
and  a  boy  violinist  of  rare  gifts,  the  son  of  the  newsdealer  on 
the  corner.  These  three  were  featured  in  the  advertising,  as 
follows : 

Ten- Year-Old  Boy  (Prodigy)  Impersonator, 

Three- Year-Old  Girl  Sings  in  Welsh, 

and  Boy  Violinist,  Provide  Brief  Concert. 


THE  SUNDAY  NIGHT  SERVICE  265 

The  Congregational  Church  at  Hyde  Park,  Mass.,  arranged 
a  very  attractive  series  as  follows: 

WONDERFUL  SERIES  FOR  MARCH 

March  3 

Orchestral  Symphony 

Hyde  Park  Orchestral  Club 

Address 

"The  Life  and  Religious  Message    of  Mendelssohn" 

Solo:  "Lord  God  of  Abraham,"-  from  "Elijah" 

March  10 

"An  Incident  in  the  Life  of  a  Crusader" 

Chalk  talk  in  colors 

Musical  Illustrations 

March  17 

"The  New  Turkish  Empire."     Illustrated 

Stereopticon   Lecture   by   the    Rev.    H.    H.    Riggs, 

of  Harpool,  Turkey 

The  latest  developments  in  this  great  empire  struggling 

for  birth  to  religious  and  civil  freedom 

March  24  and  31 

"The  Best  Story  of  All."     Illustrated 

Finest  stereopticon  views  obtainable 

Special  and  appropriate  music. 

The  same  church  was  turned  over  on  December  24  to  a  con- 
cert by  the  Sunday  school. 

The  writer  discovered  that  the  "East  Side  Parish,"  in  New 
York,  which  has  a  Chinese  mission,  could  furnish  a  choir  of 
twenty  Chinese  children.  They  were  invited,  and  the  fact  that 
twenty  Chinese  children  would  sing  was  extensively  advertised. 
It  was  extremely  attractive.  At  the  same  time  the  mission 
secured  publicity. 

The  Rev.  Clarence  E.  Allen,  D.D.,  pastor  of  Richmond 
Avenue  Methodist  Church,  Buffalo,  in  his  series  announced 
two  subjects  as  follows: 

February  11. — Boys'  Night. 

"Lincoln  the  Great  Scout." 

Boy  Scouts  will  usher. 
March  10.— Girls'  Night. 

"The  Story  of  Esther." 

Young  Women  of  the  Standard  Bearers  and  the 

Queen  Esther  Circle  will  usher. 

The  Rev.  Harold  Paul  Sloan,  of  New  Brunswick,  N.  J.,  finds 
it  effective  to  use  object  lessons.     He  describes  one  as  follows: 

I  had  the  "Vision  of  Angels."  It  was  a  sort  of  tableau,  three  ladies, 
dressed  in  flowing  white  robes,  spread  white  wings.     Behind  this  was  a 


^66  CHURCH  PUBLICITY 

twinkling  electrical  star.  The  whole  was  illuminated  with  a  deep  blue 
light  thrown  from  a  lantern.  While  the  picture  was  displayed  the  choir 
sang  "Silent  Night."  Apart  from  this  light  the  church  is  in  darkness. 
I  find  that  these  sermons  are  uniformly  attractive,  and  that  they  do  not 
at  all  detract  from  the  spirit  of  worship.  I  have  a  list  of  a  score  or  more 
that  I  have  used  in  this  church. 

The  music  is  very  important.  In  the  writer's  judgment, 
it  is  better  to  have  a  chorus  choir  that  will  secure  congregational 
singing,  even  though  it  is  not  as  high  in  order  as  a  quartet. 
Most  pastors  that  get  a  popular  audience  recognize  this  to  be  a 
fact.  The  West  End  Presbyterian  Church,  New  York,  where 
the  Rev.  A.  Edwin  Keigwin,  D.D.,  has  been  such  a  phenomenal 
success,  is  enlarging  this  year  and  is  planning  to  do  away  with 
its  quartet  and  to  put  in  a  robed  choir. 

Mr.  Spencer,  the  energetic  layman  of  the  First  Baptist 
Church,  Hartford,  writes: 

A  big  share  of  the  success  has  been  due  to  the  music.  We  organized 
a  chorus  that  has  given  us  excellent  service,  and  realizing  the  drawing 
value  have  arranged  for  some  added  musical  attraction  each  week.  For 
March  we  will  have,  first,  a  violinist,  a  male  quartet,  a  cellist,  a  cantata, 
and  a  violin  and  cello  combined.  In  April  we  are  arranging  one  evening 
for  a  quartet  of  cellos,  a  very  beautiful  combination  with  the  organ.  All 
of  these  are  the  best  that  we  can  get  for  the  possibilities  of  our  treasury, 
and  it  has  been  worth  it. 

It  is  ideal  if  the  church  can  also  have  a  leader  who  can  organize 
an  orchestra  to  help  regularly  Sunday  nights,  or  at  least  fre- 
quently. Professor  W.  J.  Whiteman,  in  charge  of  the  music 
in  Trinity  Church,  Denver,  organized  a  large  orchestra  which 
plays  every  Sunday  in  the  Sunday  school  and  often  helps  in 
other  services.  Hugh  Price  Hughes  opened  his  great  West 
London  Mission  with  only  three  members,  but  one  of  them  was 
a  great  musician,  who  at  once  organized  an  orchestra,  as  well 
as  a  choir.  The  writer  has  steadily  endeavored  to  reach  this 
goal,  and  has  had  only  fair  success.  The  orchestra  ought  to  be 
a  regular  thing  in  the  Sunday  night  service.  In  many  towns  it 
can  be  organized  by  finding  players  who  can  be  taught  easily. 

Dr.  Woolston  announces  his  special  Sunday  night  ser- 
mons, as  follows:  "Concluding  each  evening  with  beautiful 
vesper  service,  illustrated  songs,  heart  pictures,  chimes." 

While  the  writer  was  a  pastor  in  Denver,  and  during  the 

first  year  in  New  York,  all  of  the  extra  musical  talent  secured 

for   Sunday    night   came   without   expense.     Some 

T^  1^^?^     were  satisfied  with  the  publicity,  others  were  appealed 

to  along  the  line  of  cooperation  in  making  people 


THE  SUNDAY  NIGHT  SERVICE  267 

happy.  A  special  fund  was  later  raised  among  interested  people 
outside  of  the  church.  This  cannot  begin  to  pay  the  talent 
which  is  secured.  Most  of  it  comes  on  the  basis  of  cooperating 
in  cheering  lonely  folks.  This  will  appeal  to  the  best  talent 
in  the  city  which  money  cannot  secure.  It  will  bring  Catholics, 
Jews,  Christian  Scientists,  and  others  to  your  help. 

Every  community  has  some  kind  of  procurable  special  music. 
Persistent  search  will  discover  it.  Here  are  a  few  special 
features  employed.  They  are  the  drawing  card  for  the  Sunday 
night  service.  People  will  come  to  hear  them  and  thus  an 
opportunity  will  be  secured  to  preach  happily. 

A  boy  with  a  remarkable  voice  but  impoverished  parents 
was  discovered  in  Denver.  After  trial  he  was  put  on  and 
advertised.  His  second  appearance  brought  an  immense  crowd. 
This  started  him,  and  in  less  than  two  years  he  was  the  boy 
soprano  at  $1,000  a  year  in  a  large  New  York  Episcopalian 
church.  A  Jewish  lad  was  likewise  found  who  played  the 
violin  with  the  skill  of  an  artist.  He  too  was  featured  and 
started  on  his  career,  and  is  now  in  New  York  city,  studying 
under  a  great  master.  Dr.  E.  E.  Higley,  now  pastor  of  Grace 
Church,  Denver,  found  another  lad,  Ben  Paderewsky,  who 
commanded  large  audiences.  An  East  Side  lad,  twelve 
years  of  age,  was  brought  to  the  great  Hippodrome  in  New 
York  to  sing  in  conjunction  with  a  celebrated  tenor.  He 
captivated  the  audience.  The  writer  discovered  him  and  em- 
ployed him  effectively  both  for  Sunday  night  and  revival  serv- 
ices.    People  will  always  come  to  hear  child  prodigies. 


By  Special  Request 

the  great  teacher  and  soloist 

Esther  Palliser 

of  London  and  New  York,  will  sing  one  of  her 

Great  Soprano  Solos 

at  the  morning  service 


Dr.  J.  Whitcomb  Brougher,  the  pastor  who  preaches  to  more 
people  every  Sunday  than  possibly  any  other  man  in  America, 
as  pastor  of  the  Temple  Baptist  Auditorium  in  Los  Angeles, 


268  CHURCH  PUBLICITY 

and  speaking  to  three  thousand  people  twice  a  day,  does  not 
cease  tremendous  and  effective  publicity.  The  preceding  page 
shows  a  special  attraction  which  he  advertised  with  display 
space  in  the  daily  papers. 

The  Rev.  J.   Stanley  Durkee,   alert  and  pointed  with  his 
advertising,  announces : 


SUNDAY  EVENING  AT 
5.00 

M 

Another  of  those  grand  Vesper 
Services.  Mr.  Schuecker,  Harpist; 
Ella  Beatrice  Ball,  Violinist;  Church 
Quartet ;  Church  Organ.  COME. 


The  Rev.  Leopold  A.  Nies,  D.D.,  of  Tremont  Street  Church, 
Boston,  has  inaugurated  the  same  plan,  endeavoring  to  have  a 
special  attraction  each  Sunday  night.  Recently  he  advertised 
as  follows: 


Special    Music 
SIGNOR  ANTONIO  TERMINIELLO,   The  Noted  Baritone,  will  sing 
HISS  LOUISE  CLASPILL  RINEHART,  Violinist  Virtuoso,  will  play 

CHORUS    AI^D    QUARTETTE 

An  enjoyable  song  service,  will  begin  at  T.SOp.m. 
H.  R.  Newson,  Director.  Not  a  dull  minute 


Some  people  are  shocked  over  the  notion  of  whistling  in  the 
church.  As  a  lad,  the  writer's  father  would  not  permit  him  to 
whistle  on  Sunday,  thinking  it  was  wrong.  In  Denver  it  was 
common  to  ask  the  audience  to  whistle  the  chorus  of  songs 
such  as  '*Will  There  Be  Any  Stars  in  My  Crown.^"     To  hear 


THE  SUNDAY  NIGHT  SERVICE  269 

an  audience  whistle  such  a  song  is  to  be  convinced  of  the  beauty 
of  the  method.  Whistling  for  men  is  as  normal  as  singing  is 
for  women  and  is  only  done  by  twisting  the  mouth  another  way. 
Nothing  is  more  beautiful  than  a  whistling  solo.  Grace  Church 
has  heard  Miss  Helen  Bertha  Chase  a  number  of  times.  She 
is  a  skilled  and  gifted  whistler,  and  a  consecrated  Christian 
worker,  who  whistles  as  earnestly  as  any  devout  singer  per- 
forms her  task. 

Professor  Franz  Kaltenborn  came  first  through  the  interces- 
sion of  a  friend,  a  member  of  the  church.  Few  artists  with  the 
violin  can  excel  him.     He  was  announced  as  follows: 


PROF.  FRANZ  KALTENBORN 

who  plays  a  $10,000  Stradivarius  Violin. 
Noted  Soloist,  Leader  Central  Park  Summer  Orchestra 


It  is  surprising  how  sympathetic  the  best  musicians  are  in  the 
effort  to  furnish  a  happy  Sunday  evening.  One  of  the  most 
noted  trios  in  New  York  city  is  the  Weber  String  Trio.  They 
never  play  for  less  than  $100.  The  leader  herself  was  inter- 
viewed and  became  enthusiastic  for  the  service,  and  then  she 
was  able  to  persuade  her  associates.  It  was  quite  sufficient 
to  announce  her  as  follows: 


STRING 


Celebrated  among  the  Musically  posted 


A  little  later,  the  cellist  of  this  trio  after  she  had  caught  the 
spirit  of  the  Sunday  evening  service,  became  willing  to  play. 
The  Evening  Mail  had  been  giving  a  series  of  popular  concerts 
at  Carnegie  Hall,  and  had  Miss  Gurowitsch,  this  cellist,  as  the 
soloist,  featured  to  play  with  the  orchestra.  It  was  easy  to  have 
them  print  her  picture  and  to  announce  that  a  soloist  of  the 
Mail  concerts  would  play  at  Grace  Church. 

In  order  that  some  local  talent  may  be  suggested  to  the  mind 
of  the  reader,  a  list  of  attractions  is  given  here : 

Mrs.  Hortense  Gillet,  nationally  known  harpist. 

A  quartet,  composed  of  two  men  and  two  boys. 

A.  B.  King,  professional  clarinet  soloist. 


270  CHURCH  PUBLICITY 

Park  Sisters,  cornetists — (they  are  known  all  over  the  United 
States  and  are  now  retired  and  are  living  in  New  York  city). 

Valentine  Abt,  harpist —  and  his  Plectrum  Quartet — "reputed 
as  great  an  artist  with  the  mandolin  as  Paderewski  on  the 
piano." 

MacWatters  Male  Quartet — "just  returned  from  a  trip 
around  the  world." 

Schubert  Brass  Quartet,  formerly  with  Sousa's  Band. 

We  engage  a  great  deal  of  talent  from  lyceum  bureaus.  By 
cooperating  with  the  Y.  M.  C.  A.  we  can  give  them  two  Sun- 
day engagements.  The  "Redpath"  Bureau  has  most  excellent 
companies  whose  programs  need  never  be  questioned.  The 
Empire  Lyceum  Bureau,  of  Syracuse,  and  the  Eastern  Lyceum 
Bureau,  of  Boston,  also  furnish  good  talent.  Here  are  some  of 
the  companies  we  have  secured: 

The  Chicago  Ladies'  Orchestra,  composed  of  seven  ladies  and 
a  gentleman,  play  excellently  and  make  a  very  attractive  number 
especially  when  a  group  cut  is  used  on  an  advertising  card. 

The  Chicago  Glee  Club,  composed  of  a  male  quartet  and  a 
trombone  quartet,  have  traveled  professionally  for  nine  years 
and  give  expert  work. 

An  Indian  orchestra  of  delightful  players  composed  of  full- 
bloods,  who  render  music  skillfully  and  with  rare  art,  draws 
splendidly.  Most  everybody  wants  to  see  Indians  these  days. 
On  the  week  night  they  dressed  in  their  native  costume,  but  on 
Sunday  night  they  appeared  in  regular  costume. 

Nothing  is  quite  so  attractive  as  a  Glee  Club.  The  Univer- 
sity of  Pennsylvania  Glee  Club  was  secured  and  drew  well. 
Of  course,  their  pictures  were  printed  on  window  cards  and  on 
small  cards.  They  were  on  a  tour  and  idle  that  night,  and 
thus  we  were  able  to  secure  them  for  a  comparatively  small 
sum.  We  then  invited  all  the  alumni  of  the  city,  with  a 
specially  addressed  postal  card,  and  at  the  close  had  the  club 
sing  in  the  lecture  room  and  served  light  refreshments.  Two 
splendid  young  men,  college  graduates  were  converted  as  the 
result  of  the  service.  One  joined  another  New  York  church 
and  one  joined  Grace. 

A  little  later  the  Glee  Club  from  Pennington  Seminary,  a 
secondary  Christian  school,  sang  Sunday  night  and  repeated 
in  an  after  social.  Three  young  men  were  by  this  method 
pulled  from  business  and  sent  back  to  school  in  this  institution — 
one  of  them  to  study  for  the  ministry. 


THE  SUNDAY  NIGHT  SERVICE  271 

In  the  same  way  a  male  glee  club  of  twenty-two  men,  fresh 
from  Wales,  was  secured.  No  one  can  excel  the  Welsh  in 
singing.  They  happened  to  have  an  off  Sunday  evening.  A 
small  sum  was  guaranteed  them.  In  addition,  they  were 
allowed  to  stand  at  the  door  and  receive  an  additional  con- 
tribution from  anyone  who  cared  to  give  it.  Their  own  coun- 
trymen added  considerably  to  the  remuneration. 

Some  churches  hesitate  to  employ  a  brass  band,  i  Where 
the  auditorium  is  large  there  can  be  no  objection.  The  Sal- 
vation Army's  staff  band  plays  attractively.  The  Post  Oflfice 
Employees'  Band  packed  the  church  and  caught  an  elevating 
spirit.  The  Street  Cleaning  force  was  also  accompanied  by 
a  band  of  its  own,  while  Commissioner  Edwards  gave  a  brief 
address.  In  Denver,  the  boys'  band  from  the  State  Industrial 
School  was  brought  in  for  a  Sunday  night  concert.  Many 
local  organizations  thus  form  bands  that  can  be  secured.  The 
players  are  often  won  to  discipleship.  It  is  surprising  how  the 
music  of  a  band  can  be  worked  in  with  the  services,  if  one  is 
apt  and  quick  in  associating  truth  with  it.  There  is  less  ob- 
jection from  the  old-time  folks  than  one  would  expect  after 
they  have  heard  it.  Many  New  York  churches  invited  bands 
to  play  after  sending  "spies"  in  the  band  of  Grace  Church  to 
see  how  it  worked. 

One  of  the  most  beautiful  attractions  securable  is  the  Dunbar 
Hand  Bell  Ringers.  They  ring  two  hundred  silver  bells  in 
playing  splendid  religious  selections.  Nothing  can  be  more 
impressive  than  "Jesus,  Saviour,  Pilot  Me"  as  they  sang  it 
accompanied  by  the  bells. 

Negro  jubilee  companies,  when  high-grade  in  ability,  draw 
strongly.  They  can  sing  old-fashioned  religious  melodies  with 
moving  power.  A  competent  company  sang  once  for  the 
writer  in  Denver  and  at  the  close  twenty  raised  their  hands 
for  prayer.  Among  the  numbers  were  two  of  the  colored  men 
in  the  company.  One  of  them  proved  to  be  the  son  of  an 
African  bishop,  and  he  told  me  years  afterward  that  that  night 
settled  his  life  for  God. 

The  Rev.  Dr.  Bascom,  of  Bound  Brook,  N.  J.,  found  that  a 
clean  and  large  moving  picture  hall  in  his  town  was  idle  Sunday 
night.  He  conferred  with  the  proprietor  and  arranged  to  hold 
a  Sunday  night  service  there,  using  sacred  moving  pictures  to 
illustrate  a  strong  and  vital  gospel  sermon.  He  secured  the 
films  illustrating  compelling  biblical  stories.    The  building  was 


272  CHURCH  PUBLICITY 

packed  half  an  hour  before  the  service  began  and  hundreds 
were  turned  away. 

In  the  same  way  the  Rev.  L.  M.  Riley,  at  Arkansas  City, 
Kan.,  secured  the  Aerodrome,  an  outdoor  picture  place,  for  a 
Sunday  night  service,  and  instead  of  preaching  to  a  handful 
had  hundreds  in  his  audience,  to  whom  he  gave  the  richest, 
strongest  gospel  message. 


CHAPTER  XIV 

Groups,   Speakers,  and  Subjects  for  Sunday  Night 

Many  will  attend  a  Sunday  evening  service  to  hear  a  noted 
man  or  one  who  follows  a  particular  profession  in  which  they 
are  interested,  who  would  never  attend  to  hear  the 
Noted  minister  alone.     In  the   same  way  others  will  be 

attracted  because  their  own  organization,  or  one 
they  are  drawn  toward,  attends.  Subjects  catch  certain  minds 
as  book  titles  do  varied  readers,  and  must,  therefore,  be  modern 
and  compelling. 

Prominent  men  often  gladly  speak  at  a  Sunday  night  service 
on  some  special  theme.  It  is  a  good  thing  to  bring  them  out 
to  testify  clearly  concerning  their  attitude  toward  Christ. 
It  puts  them  on  their  mettle,  so  that,  as  a  rule,  they  strike  a 
higher  plane  afterward. 

Here  is  a  series  at  the  Congregational  Church  in  Dickinson, 
North  Dakota: 

General  Theme:  "The  Making  of  a  City" 

March  17 — Business  Standards Mr.  F.  G.  Reed 

Making  the  City  Attractive ....  Superintendent  L.  R.  Waldron 

March  24— Good  Roads Mr.   B.   H.   Crawford 

Law  Observance Judge  W.   C.   Crawford 

March  31 — Church  and  School  as   Business   Factors,   Attorney  Thomas 
H.  Pugh 
Bearing  of  Education  on   Citizenship,   Superintendent  P.   S. 
Berg. 

Preludes  ■^^-  -^-  ^'  KeeUey  followed  a  similar  plan  with  a 

by  series  of  sermons  on  "Christianity  on  the  Witness 

Laymen       Stand"  as  follows: 

February  7 — What  Is  a  Christian?.  Prelude  by  William  Nottingham, 
of  the  law  firm  of  Nottingham  &  Nottingham. 

February  14 — Why  Be  a  Christian.?  Prelude  by  Giles  H.  Stillwell,  Presi- 
dent of  the  Board  of  Education. 

February  21 — How  to  Become  a  Christian.  Prelude  by  A.  B.  Blodgett, 
Superintendent  of  Schools. 

February  28 — Why  More  Men  Are  Not  Christians.  Prelude  by  Lucius 
M,  Kinne,  Secretary  of  the  Trust  and  Deposit  Company. 
273 


274  CHURCH  PUBLICITY 

The  writer  sent  out  a  series  of  letters  to  prominent  men 
concerning  total  abstinence.  It  was  advertised  that  their 
answers  would  be  read.  A  prompt  personal  reply 
Present  ^^^  received  from  the  Lord  Mayor  of  London,  who 
Proxy  stated  that  two  days  before  he  had  entertained  the 

King  and  Queen  at  luncheon.  It  was  during  corona- 
tion week.  He  had  been  able,  for  the  first  time  in  the  history 
of  anyone  holding  his  office,  to  rise  and  propose  their  health 
while  he  drank  it  in  lemonade.  President  Taft  also  wrote  a 
letter.  Several  other  prominent  men  did  so,  and  these  letters 
were  not  only  read  from  the  pulpit,  but  were  reproduced  all 
over  the  country.  Pledge  blanks  were  distributed  and  many 
young  people  signed  them  that  night. 

At  another  time  a  list  of  questions  was  sent  to  a  number  of 
prominent  business  men  and  among  them  was  the  one,  *'Can 
a  man  succeed  in  business  and  be  honest?"  It  was  remarkable 
how  New  York's  prominent  men  interested  themselves  in  this 
question.  Many  of  them  wrote  with  pen  and  ink  and  even 
sent  them  to  the  parsonage  by  special  messengers.  As  the 
card  illustrates  features  of  advertising,  we  reproduce  it: 


SHORT    TALK    ON 


a:  succeed  t^  honest 

betters  read  from  New  York's  eucceseful  business  men.  such  as 
«lohn  WanamaKer.  R.  Fulton  Cutting.  Robert  Ciuet  and  others. 


25  v!.rH"„l  VIOLIN  CHOIR 


plays  several 
selections. 


At  the  Happy  Sunday  Evenlncr  at  Grace  Methodist  Church.  West  104th  Street. 

Bet.  Columbus  and  Amsterdann.  December  3rd,  7:45  P.  M. 

Morning-  Worship  with  sermon  on  "Sins  Forg-lven" 

CHRISTIAN  F.  REISNER.  TWO  CHORUS  CHOIRS 

Just  after  the  election  the  newly  elected  congressman  (the 
only  Progressive  elected  on  that  ticket  in  the  country),  W.  E. 

Chandler,  the  State  senator,  H.  W.  Pollock,  and  the 
Offic^a?s  ^*  legislative  member,  Mark  Eisner,  were  invited  to 

speak  briefly  at  the  opening  of  the  service.     The 


GROUPS,  SPEAKERS,  AND  SUBJECTS       275 

people  were  thus  able  to  see  and  know  their  lawmakers,  and 
before  they  went  into  the  lawmaking  bodies  they  declared  them- 
selves for  certain  reform  measures.  It  turned  out  that  the 
friendship  coming  about  from  such  an  open  meeting,  and  the 
assurance  that  was  there  given  of  support,  were  exceedingly 
potent  in  the  strain  of  the  actual  legislative  period.  The 
pastor's  sermon  talk  was  on  "The  Christian  Politician." 

Judge  Ben  B.  Lindsey,  known  everywhere  as  the  boy  special- 
ist, was  kept  in  the  city  because  of  the  Ohio  flood,  and  late 
Saturday  night  agreed  to  speak  for  Grace  Church.  The  fact 
was  announced  in  Sunday  morning's  papers,  and  the  church 
was  packed. 

Edward  Payson  Weston,  just  after  returning  from  his  long 
walk  to  San  Francisco  and  back,  gladly  agreed  to  come  and 
talk  on  "Total  Abstinence."  This  began  a  close  friendship 
with  the  pastor  with  whom  he  talked  about  religion,  and  to 
whom  he  confided  that  he  had  not  attended  a  church  for  twenty 
years.  Of  course  the  church  was  crowded  to  hear  him,  and 
his  message  will  never  be  forgotten  by  young  men.  He  after- 
ward also  attended  the  regular  services. 

Detective  W.  J.  Burns  promptly  responded  in  the  same  way 
to  an  invitation.  He  is  a  Roman  Catholic,  but  is  devout  and 
earnest,  and  loves  all  churches.  His  message  was  warm, 
direct,  and  effective  and  drew  a  large  class  curious  to  see  and 
hear  him  who  then  also  listened  to  the  sermon. 

These  names  but  suggest  countless  other  men  who  can  be 
secured.  William  Jennings  Bryan  also  spoke.  Secretary  of 
the  Navy  Josephus  Daniels  has  promised  to  come.  Such 
speakers  give  a  notable  publicity  through  the  interested  con- 
versation of  the  people.  In  Chicago  there  is  an  effective 
organization  called  the  Chicago  Sunday  Evening  Club.  Under 
its  name  are  the  words,  "Organized  to  maintain  a  service  of 
Christian  inspiration  and  fellowship  in  the  business  center 
of  Chicago."  Every  Sunday  night  they  secure  a  notable 
man  to  deliver  an  address.  The  program  before  me  named 
as  the  speaker  for  the  evening  Governor  Charles  E.  Hughes. 
There  is  no  city  in  the  land  where  this  cannot  be  duplicated. 
It  will  be  surprising  how  many  prominent  men  are  ready  to  be 
heard  along  ethical  lines.  The  Advertising  Men's  Clubs, 
which  now  furnish  every  pulpit  in  the  town  where  the  National 
Convention  meets,  demonstrated  this  fact,  and  the  writer  per- 
sonally knows  of  some  men  who  in  this  way  have  become 


276 


CHURCH  PUBLICITY 


interested  in  the   church   and   are   now   actively   cooperating 
with  it. 

Recently  Grace  Church  had  a  service  devoted  to  "Why 
Should  the  Church  Advertise?"  Robert  H.  Ingersoll,  who 
makes  the  Ingersoll  watch,  testified  concerning  the  necessity 
of  righteousness  in  advertising,  as  did  also  Mr.  John  Clyde 
Oswald,  the  editor  of  the  American  Printer.  Whenever  these 
men  speak  the  newspapers  report  them  in  full  and  announce 
the  fact  ahead  of  time.  No  better  possible  publicity  could 
be  secured  than  this.  Words  on  the  news  pages  are  worth 
much  more  than  advertising  space.  Even  the  church  critics 
begin  to  think  when  they  notice  that  such  prominent  men 
are  willing  not  only  to  attend  but  to  speak  in  church  with 
approval. 

Plan   services   for   special   groups   of   men.     An   invitation 
was  put  into  the  hands  of  every  policeman  in  New  York  city 
by    having    the    distribution    done    through    head- 
Special         quarters.     Mayor  Gaynor  and  Commissioner  Waldo 
Services       both  wrote  a  special  greeting  that  was  read  to  the 
men.     The    captain    of    the    precinct    marched   his 
reserves  over  and  sat  with  them 
on  the  front  seat.     Another  year 
it  will  be  arranged  to  have  the 
police  band  play.      No  stranger 
can   now   ask   any   policeman  in 
this   neighborhood  where  Grace 
Church  is    without    getting    in- 
formation.    Their  work  was  dig- 
nified by  the  service  and  sermon. 
A  similar  service  was  arranged 
for  the  firemen  of  the  city  with 
a  brief  introductory  address  by 
Commissioner   Joseph    Johnson, 
himself  a  member  of  the  Metho- 
dist Church.     An  invitation  was 
also  sent  to  all   these  men,  and 
though    few  of    them  were  able 
to  be  excused  to  attend,  yet   all 
know  about  it  and   can   now  di- 
rect others  to  the  church.     They 
also   feel   kindly    to   the  church 
that  thus  dignified  their  work. 


COMMISSIONER 

JOSEPH  JOHNSON 

OF  THE 

FIRE  DEPARTMENT 

SPEAKS 

5000  invitations  sent  to  Fire  Department 
employees.  An  Orchestra  of  20  plays.  An 
indestructable  flower  presented  everyone. 
Two  large  chorus  choirs.  At  Grace  Metho- 
dist Episcopal  Church,  W.  104th  St.,  Bet. 
Columbus  and  Amsterdam,  Happy  Sunday 
evening,   Nov.  3rd,  at  7:45.  Short  talk  on 

A    BRAVE    COWARD 

Morning  Sermon:* 

ROBBING  the  CHURCH 


ELECTION  NIGHT  RETURNS 

At  The  Church. 
Great  Redpath  Lyceum  Company;  Eccfes 
and  the  Coirege  Girls  sing  and  impersonate 
Free  Admission Silver  Offering 


GROUPS,  SPEAKERS,  AND  SUBJECTS       277 


During  a  brisk  campaign  for  pensions  by  the  post  office 
employees  the  writer  was  present  at  their  annual  election, 
on  a  Sunday  afternoon,  and  gave  them  a  personal  invitation, 
which  was  accepted  by  vote.  They  sent  a  band  of  sixty  men  to 
play,  and  packed  the  church  until  scores  were  turned  away. 
While  a  plea  was  made  for  pensions,  the  dignity  and  necessity 
of  the  Christian  life  was  also  enforced.  Few  of  the  mail  men 
are  unfamiliar  with  the  existence  and  location  of  Grace  Church. 
Outside  of  the  good  done,  think  what  help  can  come  from 
having  the  friendship  of  these  three  classes  of  public  servants; 
and,  in  addition,  they  get  so  much  abuse  and  so  little  praise 
that  a  church  service  vital  with  cheer  and  stinmlating  with 
truth  is  bound  to  make  their  work  easier  and  their  lot  happier. 

When  the  Atlantic  Fleet  was  anchored  in  the  Hudson, 
through  an  introductory  letter  from  the  mayor,  a  sailors' 
service  was  arranged  with  Rear  Admiral  Osterhaus.  He 
deputized  one  of  the  ship  bands  to  play.  Ten  thousand  invita- 
tions were  distributed  to  the  sailors  through  headquarters. 
How  many  reminders  of  home  and  its  religion  this  brought! 


Nothing  is  more  popular  than  the  annual  baseball  service. 
Last  year  six  prominent  members  of  the  "Giants"  attended. 
Something  like  thirty  of  the  most  prominent  players  were 
interviewed.  It  was  found  that  most  of  them  were  raised 
religiously,  practically  all  were  teetotalers,  and  many  of  them 
were  themselves  members  of  a  church.     Twenty -five  thousand 


278  CHURCH  PUBLICITY 

cards  marked  "You're  Out"  were  distributed  inside  the  ball 
grounds  in  Brooklyn  and  Manhattan. 


YouVe  Out! 


Baiting  the  Umpire  does  no  good.  Play  the  Game.  "Deliver  the 
goods."  No  one  wants  a  loser.  Train,  Get  in,  Score.  Learn 
something  as  to  how:-Annual  Baseball  Service  Sunday  Night  7:45 
Sept.  22,  with  nearly  all  the  "Giants"  and  many  Pittsburgers 
pledged  to  be  present,  and  a  baseball  enthusiast  preacher,  Christian 
F.  Reisner,  talking,  at  Grace  Methodist  Church,  West  104th  Street, 
near  6th  and  gth  "L"  road  station.  "Billy"  Sunday  sends  special 
message  to  the  "Giants".  Music  that  thrills  like  victory.  Rose 
presented  everyone  next  Sunday. 


As  a  result  of  the  service  the  writer  was  asked  to  write  a 
page  baseball  sermon  for  Spalding's  Book  of  Rules. 

The  vice-president  of  a  New  York  trust  company,  who, 
though  a  member  of  the  church,  had  not  been  in  it  for  fifteen 
years,  came  that  evening  and  has  not  missed  a  Sunday  night 
service  since.  Scores  of  others  were  brought  to  the  church 
for  the  first  time  and  several  were  converted.  The  writer  has 
had  a  number  of  experiences  where  he  tried  to  do  business 
and  was  unknown,  when  some  one  would  step  up  and  say, 
"I  was  at  the  baseball  service."  A  picture  of  Christy  Mathew- 
son,  premier  pitcher,  and  himself  a  thorough  Christian,  who 
stipulates  in  his  contracts  that  he  will  not  play  on  Sunday, 
was  distributed.  A.  G.  Spalding  &  Brothers  gladly  provided 
it.  It  was  tasty  and  will  be  kept  on  many  a  mantel  for  weeks 
to  come,  and  always  when  they  look  at  it  they  will  see  the  name 
of  Grace  Methodist  Church. 

Dr.  C.  S.  Benedict,  a  well-known  physician,  a  member  of  the 
writer's  church,  constantly  refers  to  the  outline  of  one  of  the 
baseball  services,  because  it  spelled  "Baseball."  Though  it  is 
simple  and  crude,  and  not  altogether  as  attractive  as  it  might 
be,  the  writer  will  venture  giving  it  here  because  it  illustrates 
good  publicity  by  printing  itself  on  a  busy  man's  mind. 


GROUPS,  SPEAKERS,  AND  SUBJECTS       279 

Facts  About  Losers 
Booze  has  caused  the  downfall  of  most  who  fail. 
Anger  rattles,  unsettles,  and  spoils  for  effective  usefulness. 
Selfishness  makes  it  impossible  to  do  clean  work. 
Excusing  is  not  listened  to.     The  goods  must  be  delivered. 

Facts  About  Winners 
Brains  are  at  a  premium. 

Alertness  for  opportunities  in  the  game  and  steady  practice  is  required. 
Level-headedness  coming  from  a  well-controlled  temper  and  a  kindly  dis- 
position is  an  absolute  requisite. 
Learning  is  a  regular  attitude  of  every  man  who  is  to  win  at  all. 

It  is  remarkable  how  such  an  outline  stays  in  the  heads  of 
men  who  are  wild  over  baseball. 

This  kind  of  service  began  in  Denver  with  the  Western 
League  team,  when  some  of  the  members  of  that  team  attended. 
It  can  be  done  in  the  smallest  village  where  there  are  baseball 
players,  picking  out  the  best  team  that  is  located  there. 

Frank  W.  Fraeauff,  then  general  manager  of  the  Denver 
Gas  &  Electric  Company,  but  now  a  partner  in  the  New  York 
banking  firm  of  Henry  L.  Doherty  &  Co.,  arranged  to  bring 
the  employees  of  the  gas  company  to  a  Sunday  night  service. 
The  subject  was  "Turn  on  the  Lights.'*  Many  analogies  could 
be  drawn  from  the  fact  that  evil  folks  love  darkness  rather 
than  light.  This  has  made  the  writer  friends  that  can  never 
be  taken  away  from  him.  And  all  the  solicitors  and  em- 
ployees even  though  they  failed  to  attend  talked  about  the 
service  to  their  friends  and  thus  published  abroad  the  name  of 
the  church. 

In  the  same  way  a  service  in  Denver  was  arranged  with  the 
A.  D.  Lewis  &  Sons  Dry  Goods  Company,  so  that  all  their 
employees  attended,  and  the  motto  of  the  store  was  used  as 
the  sermon  subject.  The  ushers  from  the  store  assisted  and  the 
central  part  of  the  church  was  reserved.  The  clerks  in  that 
store  had  a  church  to  talk  about  to  their  customers. 

Dr.  Wliite,  in  Hartford,  preached  upon 
the  subject  of  "Protection,"  and  made  it  a 
special  service  for  fire  insurance  men,  invit- 
ing them  particularly.  He  provided  one 
thousand  buttons  with  his  picture  upon  them 
and  underneath  it  the  words  "Dr.  White 
Sunday  Night."  His  laymen  took  these 
out,  urging  men  every  place  to  wear  them. 
It   naturally   led   to   questions.     Courage  back  of   this   kind 


^80  CHURCH  PUBLICITY 

of  a  button  would  give  many  opportunities  to  preach  the  gos- 
pel. 

Dr.  Durkee  arranged  for  a  similar  service  for  the  Gideons, 
the  Cliristian  commercial  travelers,  while  a  detail  from  the 
Boston  camp  attended.  His  subject  was  "A  Soldier's  Duty,'* 
and  his  music  was  furnished  by  "Massed  Male  Quartets." 
Dr.  Northrup,  of  Kansas  City,  Kan.,  has  specialized  in  services 
for  the  "Knights  of  the  Grip,"  and  knows  scores  of  them  every- 
where, who  stand  up  for  and  tell  about  him. 

George  C.  Hughes,  the  city  editor  of  the  New  York  Globe, 
is  the  son  of  a  minister  and  himself  affiliated  with  the  church. 
Recently  the  writer  preached  upon  the  subject,  "The  Church 
and  the  Daily  Paper."  Mr.  Hughes  preceded  him  with  words 
along  the  line  of  "The  Kind  of  Church  the  Daily  Paper  Likes." 
This  brought  together  in  a  friendly  way  the  newspaper  men 
and  the  minister;  it  insured  hearty  cooperation  in  future  days. 
Mr.  Hughes  also  said  some  strong  things  worthy  of  remembering. 
Letters  were  written  to  managing  editors  which  brought  out 
friendly  and  pointed  replies. 

When  the  Pennington  Glee  Club  sang,  invitations  were 
printed  and  by  prearrangement  delivered  to  every  one  of  the 
six  thousand  boys  in  the  two  male  high  schools  on  Manhattan. 
One  school's  colors  were  black  and  red  and  the  other  orange 
and  blue.  The  cards  were  reproduced  in  these  particular 
colors,  and  so  six  thousand  boys  began  talking  about  the  church. 
At  the  close  of  this  service  the  Glee  Club  was  invited  into  the 
church  parlor  and  sang  two  or  three  good  college  songs,  while 
the  Epworth  League  served  lemonade,  and  everybody  was 
allowed  to  get  acquainted.  Incidentally,  two  people  came  to 
the  pastor  in  that  atmosphere  to  talk  about  giving  themselves 
to  Christ,  and  two  splendid  young  men  were  turned  toward 
college. 

Push  strongly  to  get  every  possible  man  present  at  a  special 
service  for  men.  Seat  them  in  the  center  of  the  house.  Organ- 
ize a  male  chorus  to  sing  special  selections.  It  is  surprising 
how  many  will  come  to  that  sort  of  a  service  because  they  can  sit 
together.  Cards  are  circulated  by  the  men  who  &k  sl  certain 
number  to  be  reached  in  attendance.  They  have  no  back- 
wardness in  circulating  cards  for  their  own  service  and  pride 
drives  them  to  reach  the  fixed  number  in  attendance. 

Nothing  has  been  more  successful  than  the  "rose"  service 
inaugurated  in  Denver  some  years  ago.     When  it  was  started 


GROUPS,  SPEAKERS,  AND  SUBJECTS        S81 


Special 
Themes 
and 
Plans 


in  New  York  city,  and  everyone  was  given  a  blossom  as  they 
came  in  the  door,  the  people  immediately  reached  in  their  pock- 
ets to  pay  for  them.  It  surprised  them  to  know 
that  the  roses  were  free.  It  is  interesting  to  dis- 
cover how  cheaply  roses  can  be  bought  at  actual 
wholesale  cost.  No  service  is  like  it.  A  tag  is  tied 
on  the  blossom  up  so  high  and  so  tight  that  it  cannot 
be  easily  removed.  It  advertises  the  service  and  the  church 
and  is  afterward  kept  as  a  souvenir.  The  preacher  who  faces 
an  audience  where  everyone  is  wearing  a  rose  under  a  smiling 
face  and,  consequently,  an  open  heart  is  almost  sure  to  plant 
seed  that  will  grow.  The  fragrance  of  hundreds  of  blossoms 
enriches  the  very  room.  Happiness  is  created  that  will  not 
soon  be  forgotten. 

A  neighboring  pastor,  on  hear- 
ing first  of  the  "rose"  service, 
announced  to  a  group:  "I  know 
what  I  will  do  next  Sunday 
night.  I  will  preach  upon  Peter's 
words  about  going  fishing.  Then 
I  am  going  to  offer  to  give  every- 
one a  box  of  sardines."  He  created 
a  laugh,  but  he  missed  the  point. 
Nothing  is  given  away  to  get  folks 
to  come.  The  best  type  of  folks 
attend  the  "rose"  evening.  The 
thing  that  is  given  must  always 
contribute  to  the  service.  For 
example,  two  or  three  nights  after 
Theodore  Roosevelt  returned 
from  Africa  the  subject  was, 
"Theodore  Roosevelt,  Christian." 
A  fine  picture  of  Mr.  Roosevelt 
was  presented  to  everyone. 

When  the  Memorial  Day  serv- 
ices were  held  everyone  received 

a    flag,    and    the    old     soldiers 

were  given  roses,  and  a  motion 

picture,  "The  Battle  Hymn  of  the  Republic,"  was  thrown  on 
the  screen.  Jack  Crawford,  an  old  scout,  recited  an  original 
poem  about  the  flag.  The  writer's  own  little  laddie,  three 
and  a  half  years  old,  recited  the    Shepherd  Psalm;    a  bugler 


O 

Rose  Service 

"The  Rose  of  Sharoo 

May  22,  1910 

"A  Home-Like  Gburcii" 

io4tb  Street  near  Columbus  Ave. 
Always  a 

HAPPY 

Sunday  Night 


282  CHURCH  PUBLICITY 

gave  the  opening  and  the  closing  call.  The  unusual  program 
delighted  the  old  soldiers  and  so  made  it  a  topic  of  conversation 
in  many  circles.  The  service  itself  must  be  a  unity.  You 
cannot  get  people  that  are  worth  while  to  attend  simply  because 
they  will  get  something  for  nothing.  They  must  learn  to  give 
to  the  service,  then  they  will  be  able  to  take  something  away. 
Reliable  information  declares  that  Mr.  Moody  gave  candy  to 
children  to  get  them  to  come  to  Sunday  school.  It  may  do 
with  children,  but  not  with  adults.  We  have  a  right,  however, 
to  give  anything  away  that  will  contribute  to  the  service. 
A  Southern  service  was  arranged  one  night,  and  the  pastor 
preached  vigorously  upon  "The  Spirit  of  the  South."  He 
had  arranged  ahead  of  time  for  cotton  bolls,  so  that  everyone 
attending  could  be  given  one.  This  simply  enforced  the 
Southern  atmosphere. 

The  first  *'rose"  service  was  arranged  for  by  securing  the 
promise  of  a  daily  paper  in  Denver  to  pay  for  the  roses.  Natu- 
rally, the  paper  gave  the  fact  wide  publicity  on  the  front  page, 
so  that  the  best  possible  publicity  was  secured  and  dozens  were 
turned  away  from  the  church.  At  another  "rose"  service  a 
department  store  paid  for  the  blossoms,  and  announced  the 
fact  in  the  middle  of  one  of  its  largest  display  ads.  Usually, 
there  is  a  member  or  two  in  the  congregation  who  are  glad  to 
pay  for  the  flowers  as  a  memorial  to  some  departed  one.  At 
one  of  these  "rose"  services,  California  flowers,  photographed 
in  original  colors,  were  shown  with  a  stereopticon. 

City  churches  can  effectively  cooperate  with  country  parishes 
in  providing  a  wild-flower  service.  Grace  Church,  New  York, 
has  annually  filled  its  altar  railing  with  common  daisies.  At  the 
close  of  the  service  every  sprig  is  carried  away  eagerly  by  city 
folks,  who  never  get  their  fingers  on  a  field  flower.  If  the 
country  churches  could  send  in  bundles  of  wild  flowers,  the 
church  could  draw  the  audience  and  leave  a  sweet  memory 
in  many  hearts. 

In  the  fall,  a  goldenrod  service  is  effective.  In  Denver, 
the  owner  of  a  great  dahlia  farm  was  glad  to  furnish  hundreds 
of  his  most  glorious  blossoms  in  the  late  fall  just  before  the 
coming  of  the  frost  that  would  kill  them. 

Many  other  special  plans  promptly  come  to  the  alert  mind. 
Most  churches  give  up  in  desperation  during  the  hot  season. 
It  is  not  necessary.  Dr.  Eaton's  Baptist  Church  in  New  York 
city  has  a  roof  garden.     The  American  Church  in  Manila  can 


GROUPS,  SPEAKERS,  AND  SUBJECTS       283 

take  care  of  two  hundred  people  on  its  roof  garden,  where 
Sunday  evening  service  is  held.  The  South  should  employ 
some  such  plans  for  its  long  heated  period.  The  Methodist 
church  at  Tyler  will  have  a  roof  garden  for  summer  services 
on  its  new  modern  Sunday  school  building.  Why  should  we 
not  make  a  plan  for  such  a  help  in  our  future  architecture? 
Satan  deals  out  deadly  fluids  amidst  beautiful  surroundings 
because  he  employs  trees,  bushes,  and  vines  on  roofs  of  build- 
ings.    Why  should  the  church  be  behind.^ 

It  is  easy  to  make  the  summer  season  more  attractive  both 
by  subject  and  by  comfort.  For  instance,  "A  Cool  Breeze" 
with  the  text  "God  walked  with  Adam  in  the  Cool  of  the  Day," 
enforcing  the  fact  that  God  can  always  cool  the  fever  of  worry, 
etc.  It  is  easy  to  arrange  with  some  spring-water  company 
to  provide  drinking  water  if  only  its  particular  brand  will  be 
advertised.  When  people  ride  long  distances  on  street  cars 
to  come  to  a  service,  and  must  then  wait  to  take  a  similar  ride 
to  get  home  before  they  can  have  a  drink,  it  is  not  very  pleasant. 
We  found  it  effective  to  have  young  men  drift  through  the 
audience  with  drinking  water  during  the  song  service  when  we 
had  the  old  soldiers  present.  They  greatly  valued  the  refresh- 
ment of  cool,  pure  water. 

A  COOL  BREEZE 

The  subject  of  a  short  talk  at  the  HAPPY  Sunday  EVENING,  July  3d. 

at  Grace  Methodist  Church.  104th  Street  West  of  Columbus  Avenue 

Stereopticon  Pictures  of  the  Passion  Play 

The  writer,  while  in  Denver,  arranged  with  the  Moffatt 
Railroad  annually  in  August  to  bring  down  a  wagonload  of 
real  snow.  He  then  announced  that  a  *'Snow"  service  would 
be  held  and  amidst  the  heat  it  was  piled  up  on  a  table  in  front 
of  the  pulpit.  Such  a  service  seemed  impossible  in  New  York, 
but  a  way  was  soon  devised.  It  was  discovered  that  the 
flakes  on  the  pipes  of  a  cold  storage  plant  when  scraped  off 
looked  exactly  like  snow.     One  summer  morning  a  pile  was 


S84 


CHURCH  PUBLICITY 


GROUPS,  SPEAKERS,  AND  SUBJECTS        285 

seen  in  front  of  a  cold-storage  plant,  and  then  the  plan  suddenly 
evolved  itself.  A  good  Catholic  friend,  who  owns  the  place 
of  business,  agreed,  further,  to  freeze  fruit  and  flowers  on  the 
inside  of  a  solid  cake  of  ice.  A  pile  of  the  flakes  and  this  cake 
of  ice  were  placed  on  a  table  and  put  in  front  of  the  pastor 
while  he  preached  upon  the  text,  "As  snow  in  harvest  so  is  a 
faithful  messenger."  When  properly  advertised  the  novelty 
will  draw  a  great  audience  in  the  midst  of  summer. 

One  year  at  the  "Snow"  service  it  was  found  possible  to 
secure  M.  A.  Henson,  the  colored  man  who  was  Peary's  only 
companion  when  he  found  the  North  Pole.  He  showed  some 
slides  of  photographs  secured  and  told  of  his  experience.  An- 
other year  pictures  of  skiing  in  Sweden  were  shown  as  well  as 
an  exhibit  of  Niagara  Falls  as  it  looks  in  the  winter  time  with 
the  children  sliding  over  it  was  given. 

The  Rev.  Frank  L.  Bausman  used  a  suggestive  set  of  sermon 
subjects  in  the  springtime,  as  follows: 

April  17 — Lessons  from  the  Trees. 
April  24— The  Song  of  the  Birds. 
May  1 — Message  of  the  Flowers. 
May  8— The  Winds  of  God. 

The  wording  and  timeliness  of  the  sermon  subject  is  very 
vital.  Recently  the  sermon  subject,  "Why  Christian  Science 
Heals"  packed  the  church,  though  there  was  little  other  at- 
traction. 

Following  the  arrest  of  the  labor  leaders  the  subject  announced 
was  "Arrested  Labor  Leaders."  It  was  a  good  time  to  push 
in  the  truth  which  Colonel  Roosevelt  enforced  in  the  short 
speech  he  made  to  a  half  dozen  old  soldiers  while  spending 
Memorial  Day  at  Marquette  during  his  Ubel  suit  when  he 
said:  "The  contemptible  arrogance  of  the  rich  man  who  despises 
his  brother  because  he  is  poor,  and  the  mean  envy  of  the  poor 
man  who  hates  his  brother  because  he  is  rich,  are  born  of  the 
same  seed.  That  same  poor  man  made  rich  would  be  arrogant. 
The  same  rich  man  poor  would  be  envious." 

Soon  after  the  election  of  the  Rev.  George  R.  Lunn  as  the 
mayor  of  Schenectady,  the  sermon  subject  announced  was 
"Are  Socialists  Infidels?"  A  great  many  attended.  The 
preacher  was  able  to  take  a  friendly  attitude,  standing  with 
them  for  many  things  which  they  demanded,  but  ending  up 
with  the  conclusion  that  Socialism  could  not  gain  its  end  unless 
first  it  was  able  to  get  men  to  accept  the  Fatherhood  of  God. 


286  CHURCH  PUBLICITY  * 

Right  after  the  Omaha  cyclone  and  the  Ohio  floods  the  ser- 
mon subject  announced  was  "Did  God  send  the  Cyclone  and 
Floods?" 

This  appeared  in  large  type  at  the  top  of  the  card,  while  the 
morning  subject  appeared  at  the  bottom  of  the  card  in  equally 
large  type. 


DID  GOD  %^hT  cyclone  g  FLOODS  ? 


Sunday  evening  topic  March  30th;  fourth  reel  of  motion  picture  on 
**Life  of  Moses".  Songs  and  Recitations  by  children.  Grace  Metho- 
dist Episcopal  Church,  W.    104,  Bet.  Amsterdam  and  Columbus. 


vU^^aj^^Km^ 


Ritualistic  service  at  11  A.  M.  and  sermon  on  the  subject 


TIME  WASTED  IN  PRAYER 


Right  after  the  Titanic  went  down  the  sermon  subject 
announced  was  "Were  They  Heroes.^"  It  was  easy  to  show 
that  in  everybody's  soul  was  the  image  of  God  which  danger 
called  out. 

Just  after  the  passing  of  the  California  alien  law  the  subject 
announced  was  "Will  There  Be  War.^"  It  happened  to  be 
the  night  when  seven  G.  A.  R.  posts  were  to  attend  the  Memorial 
Service.  We  enforced  the  fact  stated  by  Colonel  Roosevelt, 
to  quote  him  further  in  the  aforementioned  address:  "In  the 
training  of  our  manhood  and  womanhood  you  must  give  them 
of  the  noble  draught  you  quaffed  when  you  were  young — the 
spirit  of  justice,  kindness,  and  freedom.  Train  them  to  service, 
not  to  the  pursuit  of  pleasure,  for  happiness  to  be  worth  any- 
thing always  must  be  a  by-product." 

It  was  easy  to  say  to  the  young  people  that  if  they  were 
worthy  of  their  fathers,  they  would  use  the  implements  and  the 
means  at  hand  to  solve  the  problems  which  face  them  as  the 
fathers  did  to  solve  the  problems  which  faced  them. 


GROUPS,  SPEAKERS,  AND  SUBJECTS       287 

Dr.  Willis  P.  Odell,  the  pastor  of  the  wealthy  Saint  Mark's 
Church,  Brookline,  Mass.,  counts  it  worth  while  to  announce 
popular  subjects  with  Sunday  night  attractions  to  augment 
his  audience: 


The  Pastor,  Dr.  Willis  P.  Odell 

Will  speak  on  the  following  Themes  : 

March  30.  "  What  can  Protestantism  learn  from  Romanism?" 
April  6.  **  What  is  the  matter  with  Christian  Science?" 
April     13.       "What  if  Christ  should  actually  come  to  town?" 

The  Vefted  Choir  will  sing  well-known  Gospel  Hymns 

Mrs.  Dorothy  A.  Sprague  will  preside  at  the  organ 
Mr.  Bruce  Hdbbs  will  adt  as  Precentor 

Miss  Linda  Marston  will  play  the  comet 

Special  solos  and  Quartette  numbers 


Editorials  were  written,  columns  were  published,  and  a 
multitude  came  to  hear  the  sermon  when  the  subject  was 
"Why  Do  Ministers*  Sons  Go  Wrong .^" with  letters  from  Wood- 
row  Wilson,  Secretary  of  the  Interior  Fisher,  District  Attorney 
Whitman,  Senator  Bristow,  and  New  York  Superintendent  of 
Schools  Maxwell,  all  sons  of  ministers,  as  well  as  many  others. 
The  sermon  led  to  an  exhaustive  study  which  ended  in  an 
article  printed  in  the  Epworth  Herald.  It  was  found  that  the 
sons  of  ministers  succeed  eighteen  times  more  than  the  sons 
of  any  other  profession  or  class. 

Dr.   Durkee,   always   alert,   on   the   Sunday  near  election, 

announced  as  his  sermon  theme,  "My  Platform,  My  Candidate, 

My  Vote."     It  is  usually  valuable  to  get  hold  of 

ToDics         Sunday  sermon  themes,  especially  when  they  are  used 

by  men  who  get  a  Sunday  night  audience;  and  so  a 

few  along  varied  lines  are  here  reproduced: 

First.  Take  up  the  sermons  that  might  be  preached  on 
practical  themes.  The  Rev.  George  H.  Combs,  D.D.,  pastor 
of  Independence  Boulevard  Christian  Church,  Kansas  City, 
Kan.,  and  one  of  the  greatest  preachers  in  the  country,  an- 
nounced the  following  series: 

Breaking  Home  Ties. 

Getting  a  Start  in  Life. 

Is  It  Worth  While  to  Win? 


288  CHURCH  PUBLICITY 

Wearing  Your  Own  Clothes. 

The  Hard  Pillow 

Politics. 

Dollars. 

Is  Success  an  Accident? 

Fighting  Windmills. 

The  Scaffolding  of  Manhood. 

Knowing  What  You  Can  Do. 

The  City  Beneath  the  Sea. 

The  Rev.  Frank  W.  Luce,  D.D.,  pastor  of  the  First  Methodist 
Church,  Cleveland,  O.,  went  into  the  city's  need  as  follows: 

Cleveland's  Charities  and  Philanthropies. 

The  Forest  City's  Homes  and  their  Ally,  the  Public  Schools. 

Cleveland's  Care  for  the  Unfortunate. 

Prevention  and  Cure  of  Disease  and  Accident. 

Some  Gold  from  Rich  but  Largely  Unworked  Mines. 

Our  City's  Distinctly  Religious  Work. 

The  Rev.  Robert  Watson,  D.D.,  pastor  of  the  Presbyterian 
Church  of  the  Covenant,  Cincinnati,  O.,  announced  the  follow- 
ing, under  the  general  head  of  "The  Compassion  of  Jesus": 

Introductory  Sermon       -     -     -     -  Alone  with  Jesus. 

Embarrassment  ------      The  First  Miracle. 

Ignorance     --------  The  Woman  of  Samaria. 

Helplessness  -------      The  Impotent  Man. 

Death -     -  The  Widow  of  Nain's  Son. 

Demon  Possessed      -----      The  Demoniac  of  Gadara. 

Sorrow     ---------  Jairus's  Daughter. 

Sickness     -      -------      Woman   with    the    Issue    of   Blood. 

Hunger    ---------  Feeding  the  Five  Thousand. 

Darkness    --------      The  Blind  Man. 

Sin      ----------  The  Adulteress. 

Uncleanness The  Ten  Lepers. 

Selfishness     --------  The  Rich  Young  Man. 

Lawlessness      -------      The  Two  Thieves. 

His  Crucifiers The  Prayer  on  the  Cross. 

Dr.  Stockdale,  while  pastor  of  Berkeley  Temple,  had  the 
following  suggestive  subjects: 

The  Over- Anxious  Man — 

(Who  borrows  trouble) 
The  Irritable  Man — 

(Who  flies  to  pieces) 
The  Extravagant  Man— 

(Who  spends  too  much  money) 
The  Triumphant  Man — 

(Who  wins  the  race) 

The  Rev.  J.  William  Lee,  of  Gloucester  City,  N.  J.,  announced 
the  following: 


GROUPS,  SPEAKERS,  AND  SUBJECTS        289 

The  World's  Call  for  a  Real  Man. 

A  Strong  Man,  or  the  Gospel  of  Health. 

A  Wise  Man,  or  the  Gospel  of  Brains. 

A  Good  Man,  or  the  Gospel  of  Character. 

A  Useful  Man,  or  the  Gospel  of  Service. 

A  Far- Seeing  Man,  or  the  Gospel  of  Immortality. 

The  next  set,  might  be  styled  "Sermons  of  Social  Service." 
The  Rev.  Charles  L.  Walworth,  D.D.,  of  Trinity  Church, 
Poughkeepsie,  N.  Y.,  is  a  master  hand  at  this  task.  Last 
year  he  visited  New  York  at  the  time  of  the  clothing-makers 
strike,  and  later  went  to  the  steel  mills  in  Pennsylvania,  to 
gather  his  material.  He  preached  a  long  series,  styled  "The 
Home-Building  Series."  They  are  on  such  subjects  as  "Some 
Qualifications  of  a  Good  Wife,"  "The  Man  for  a  Husband," 
"The  Cost  of  a  Ton  of  Coal  in  Poughkeepsie."  He  sent  out 
a  very  apt  set  of  questions  which  are  here  reproduced: 
Marriage 

What  do  you  consider  are  the  qualifications  of  a  good  husband.'' 

What  are  the  qualifications  of  a  good  wife.'* 

What  is  the  most  desirable  age  for  marriage?  For  the  man?  For 
woman? 

Do  you  think  a  physician's  certificate  as  to  good  health  should  be 
required  of  those  about  to  marry? 

On  what  income  can  a  young  man  in  Poughkeepsie  afford  to  marry? 

From  your  observation,  do  young  people  give  enough  thought  to  the 
obligations  and  responsibilities  of  marriage  and  family  life  before 
entering  matrimony? 

Should  schools  train  girls  specifically  to  be  home-makers? 
The  Home 

What  do  you  think  are  the  essentials  of  an  ideal  home? 

From  your  observation,  how  does  the  participation  of  women  in  indus- 
trial life  affect  the  home? 

On  what  income  can  a  man  in  Poughkeepsie  support  a  family  of  wife 
and  four  children? 

Does  the  wife  or  mother  usually  have  proper  control  of  or  relation  to 
family  income? 

Have  we  a  tenement-house  problem  in  Poughkeepsie? 

Do  you  know  of  any  houses  in  Poughkeepsie  where  the  environment 
is  unsanitary  or  tubercular? 

Do  families  with  children  have  diflSculty  in  renting  in  Poughkeepsie? 

What  are  the  enemies  of  the  home? 

What  are  the  causes  of  poverty? 
Divorce 

What  are  the  causes  of  divorce? 

Is  a  childless  home  a  factor? 

On  what  grounds  is  divorce  morally  permissible? 

Has  a  woman  a  right  to  divorce  from  a  drunkard,  and  vice  versa? 

What  should  be  the  position  of  the  church  on  this  question? 


290  CHURCH  PUBLICITY 

Children  and  Family  Life 

What  is  the  ideal  number  of  children  in  a  family  of  moderate  means? 

Is  parental  authority  lessening? 

To  what  extent  are  children  in  Poughkeepsie  working? 
(a)   Under  14  years  of  age.     (b)   Between  14  and  16. 

What  plans  have  you  for  (a)  religious  instruction  of  children?  (6) 
Guiding  the  reading  of  children?  (c)  Supplying  amusements  for 
children?     (d)   Teaching  them  the  vital  facts  of  physical  life? 

The  Home  and  the  Community 

Have  we  any  unsightly  streets,  billboards,  etc.,  in  Poughkeepsie? 

Is  a  man  who  maintains  an  unsightly  or  unsanitary  property  a  good 
citizen? 

Have  you  ever  inspected  our  moving-picture  shows? 

How  can  the  home  build  up  a  better,  cleaner,  safer  community  life? 

Why  should  women  be  interested  in  civic,  economic,  and  public  questions? 

Do  women  need  the  vote  to  back  up  their  influence  and  the  home  in- 
fluence on  the  community? 

Should  the  public  schools  after  school  hours  be  made  centers  for  spread- 
ing the  gospel  of  better  social  and  community  life? 

Have  you  known  evil  results  from  (a)  street-roving  at  night?  (6) 
Indecent  postals  or  bill  posters?  (c)  Moving  pictures?  (d)  Sug- 
gestive pictures? 

Have  you  any  direct  knowledge  of  the  effect  of  any  Children's  Court 
with  "Big  Brothers"  and  "Big  Sisters"  to  look  after  arrested  boys 
and  girls? 

The  Home  and  the  Church 

At  what  age  should  children  (a)  begin  going  to  church?     (6)  Join  the 

church? 
Is  there  parental  indifference  or  objection  to  church  attendance? 
How  far  is  adult   attendance  affected  by  (a)   legitimate  home  duties? 

(6)   Long  working  hours  during  the  week?     (c)   Sunday  labor?     (d) 

Sunday  amusements,  paper,  automobile,  etc.? 
How  can  the  church  better  work  with  the  home  in  bringing  children 

to  church  and  the  Christian  life? 
How    can    the   church   stimulate   healthful,    normal   relationship   and 

acquaintanceship  between  boys  and  girls? 
What  can  the  church  do  to  promote  healthful  social  and  recreational 

conditions  in  the  community? 

The  Rev.  Charles  Wentworth,  of  Santa  Monica,  Cal.,  also 
sent  out  a  set  of  questions  as  follows: 

1.  Do  you  believe  that  there  should  be  a  more  modest  costume  for 
bathers,  and  a  stricter  censorship  for  the  conduct  of  the  people  on  this 
beach? 

2.  What  is  your  solution,  in  a  few  words,  of  the  American  saloon? 

3.  In  your  opinion,  what  are  the  three  greatest  temptations  of  the 
average  man? 

4.  If  you  were  going  to  hear  a  sermon,  what  would  you  expect — plain 
truth  about  the  sins  and  sorrows  of  life,  or  purely  literary  or  historical 
discussion  and  indirect  address? 


GROUPS,  SPEAKERS,  AND  SUBJECTS       291 

5.  Is  it  true,  in  your  opinion,  that  a  man  cannot  be  a  good  business 
man  and  be  a  Christian? 

6.  What  is  the  most  diflScult  problem  for  you,  touching  the  gospel  of 
Jesus  Christ? 

7.  Why  are  not  more  men  in  Santa  Monica  in  the  churches? 

8.  Is  doubt  or  unbelief  common?     If  so,  what  form  does  it  assume? 

9.  As  a  general  fact,  leaving  out  detail,  do  you  believe  the  Bible? 

10.  As  a  plan  to  uplift  men  and  redeem  society  from  its  vices  and  follies, 
would  you  give  Christianity  the  first  place  in  your  judgment  for  that  pur- 
pose?    Why? 

From  this  he  preached  a  series  of  sermons  on  such  subjects 
as  "Who  is  the  Devil?"  "The  Model  Preacher,"  "Can  a  Man  be 
a  Good  Business  Man  and  be  a  Good  Christian?"  "Is  the 
Message  of  Christ  Adequate  for  all  Men?"  "What  is  the  Reason 
for  the  Average  Man's  Indifference?"  "The  Bible  on  its  Own 
Merits,"  "Sins  of  the  Church,"  "Sins  of  the  Onlooker." 

The  Rev.  James  L.  Gardiner,  at  South  Bend,  Ind.,  also  gath- 
ered material  through  a  series  of  questions  and  preached  four 
sermons  as  follows: 


Jan.  5-"Are  Our  Boys  and  Girls  Safe?" 

Sermon  based  on  Suggestions 
interested  Fathers  and 

Jan.  12="Are  Our  Homes  Safe? 

Sermon  based  on  Sugge 
Lovers  of  Our  Ht 

Jan.  19="ls  Our  City  Safe?" 

Sermon  based  on  Sugge: 
of  Our  thoughtfui 

Jan.26="is  Our  Country  Safe?" 


Sermon  based  on  Suggestions  of  Twenty-five 
interested  Pattiers  and  Mothers. 

I" 


Sermon  based  on  Suggestions  of  Twenty-five 
Lovers  of  Our  Homes. 


Sermon  based  on  Suggestions  of  Twenty-five 
of  Our  thoughtful  Citizens. 


Sermon  based  on  Suggestions  of  Twenty-five 
Lovers  of  Our  Country. 


The  pastor  has  written  one  hundred  letters  to  as  many  interested 
men  and  women  aslcing  them  what  they  consider  to  be  the  principal 
Dangers  which  to-day  threaten  Our  Boys  and  Girls,  Our  Homes,  Our  City, 
and  Our  Country.  He  has  also  requested  his  correspondents  to  suggest 
Remedies  whereby  these  Dangers  may  be  overcome.  The  above  Four 
Evening  Sermons  will  be  based  on  the  replies  received. 


Pastor  John  Currie  kept  blanks  in  the  pews  printed  with 


292 


CHURCH  PUBLICITY 


the  request  urging  people  to  write  any  questions  on  them 
they  wanted  answered.  That  is  a  good  plan.  To  urge  folks 
to  ask  questions  and  furnish  no  cards  near  at  hand  makes  it 
difficult  for  them  to  do  so. 

A  number  of  other  men  make  strong  sermons  around  indi- 
viduals. Dr.  Frank  W.  Luce,  of  Cleveland,  O.,  has  peculiar 
strength  in  making  it  in  the  form  of  a  lecture.     Here  is  a  recent 


series : 


Modern 


Authors 
Charac- 
terized 


Some  Links  in  the  Chain  of  Providential  History 

Abraham  Lincoln. 

George  Washington. 

John  Wesley. 

Martin  Luther. 

Jerome  Savonarola. 

Dr.  Philip  L.  Frick,  of  Buffalo,  also  planned 
out  a  very  attractive  series,  taking  up  among  them 
some  men  still  living: 

The  Acts  of  Some  Modern  Apostles 
Lord  Shaftesbury,  Christian  Statesman. 
General  Booth,  Christian  Philanthropist. 

Dr.  Grenfell,  Christian  Physician. 

Booker  T.  Washington,  Christian  Educator. 

John  S.  Huyler,  Christian  Business  Man. 

David  Livingstone,  Christian  Missionary. 

The  Rev.  M.  H.  Lichliter,  D.D.,  the  pastor  of 
Grace  Methodist  Episcopal  Church,  Baltimore, 
announced  while  in  Saint  Louis,  the  following  series 
on  individuals: 

The  Literature  of  Revolt 

Henrik  Ibsen. 

Lyof  Tolstoy. 

Maurice  Maeterlinck. 

George  Bernard  Shaw. 

The  Christian  Message  in  American  Poetry 

William  Cullen  Bryant. 

Henry  Wadsworth  Longfellow. 

Oliver  Wendell  Holmes. 

John  Greenleaf  Whittier. 

James  Russell  Lowell. 

Walt  Whitman. 

Sidney  Lanier. 

A  Group  of  Minor  Poets. 

A  Mans  View  of  Woman's  World 

Elizabeth  Barrett  Browning. 

George  Eliot. 

Florence  Nightingale. 

Frances  Willard. 


GROUPS,  SPEAKERS,  AND  SUBJECTS        293 

Another  class  of  sermons  deals  with  tender  subjects.  Dr. 
AT  d  Caswell  prefaces  his  announcement  of  a  Mothers' 
Theme  Service,  with  some  quotations  about  mothers,  as 
follows : 

All  tliat  I  am  my  mother  made  me. — John  Quincy  Adams. 

All  that  I  am,  or  hope  to  be,  I  owe  to  my  angel  mother. — Lincoln. 

Let  France  have  good  mothers  and  she  will  have  good  sons. — Napoleon. 

I  would  desire  for  a  friend  the  son  who  never  resisted  the  tears  of  his 
mother. — Lacretelle. 

Unhappy  the  man  for  whom  his  own  mother  has  not  made  all  other 
mothers  venerable. — Richter. 

If  you  would  reform  the  world  from  its  errors  and  vices,  begin  by  en- 
listing the  mothers. — Simmons. 

When  I  try -to  make  myself  an  infidel  I  fancy  I  feel  the  hand  of  my 
mother  on  my  head  and  her  voice  in  my  ear  as  she  taught  me  to  say,  "Our 
Father,  who  art  in  heaven." — John  Randolph. 

The  Rev.  L.  Frank  Bausman,  Harrisonville,  N.  J.,  announced 
a  series  as  follows: 

Summer  Nights  with  Jesus 
The  Boy  Jesus.  A  Perfect  Bride. 

Jesus  and  Socialism.  A  Perfect  Bridegroom. 

Dr.  Durkee  announced  the  sermon  subject  * 'After  Mar- 
riage," and  then  he  is  quoted  as  saying,  "I  will  speak  out  of 
my  heart  of  hearts  and  out  of  the  memory  of  hundreds  of 
happy  and  sorrowful  lives  known  to  me  in  my  ministry." 

The  Rev.  J.  L.  Gardiner,  while  at  Trenton,  N.  J.,  built 
many  attractive  series  of  sermons  on  certain  books,  as  follows: 
Ralph  Connor  s  Stories   That  Preach 

The  Doctor,  or  the  Life  that  Wins. 

Black  Rock,  or  the  Rugged  Manliness  of  True  Religion. 

The  Sky  Pilot,  or  the  Heroic  Brotherliness  of  Christianity. 

The  Man  from  Glengarry,  or  Five  Essentials  of  the  Christian  Life. 

The  Prospector,  or  Love  Never  Faileth. 

Another  series  he  built  around  poems,  as  follows: 

The  Love  that  Never  Faileth,  as  described  in  "Enoch  Arden,"  by 
Afred  Tennyson. 

The  Life  Worth  WhiL%  as  set  forth  in  "The  Psalm  of  Life,"  by  H.  W. 
Longfellow. 

The  Pull  of  the  Old  Home,  as  presented  in  "The  Cotter's  Saturday 
Night,"   by  Robert  Burns. 

A  Soul's  Quest  for  Religious  Certainties,  as  illustrated  in  "In  Memo- 
riam,"  by  Alfred  Tennyson. 

Humanity's  Friend,  as  described  in  "The  House  by  the  Side  of  the 
Road,"  by  Sam  W.  Foss. 

The  Inevitable  Hour,  as  portrayed  in  "Elegy  Written  in  a  Country 
Churchyard,"  by  Thomas  Gray. 


294  CHURCH  PUBLICITY 

Dr.  Luce  also  constructed  an  effective  series  from  different 
authors  as  follows: 

Gospel  Truth  in  Literature 
Natural  Hindrances  to  Spiritual  Greatness 

Illustration — John  Storm,  The  Christian  (Hall  Caine). 
The  Power  and  Peril  of  Sin 

Illustration — Dr.   Jekyll  and   Mr.   Hyde   (Robert  Louis   Stevenson). 
The  Power  and  Beauty  of  Self-Sacrifice 

Illustration— The  Sky  Pilot  (Ralph  Connor). 
Suffering  for  the  Sins  of  Others 

Illustration — The  Man  Who  Laughs  (Victor  Hugo). 
Fidelity  to  Duty  Providetially  Assigned 

Illustration — A  Doctor  of  the  Old  School  (Ian  Maclaren). 
The  Baseness  of  Ingratitude  and  the  Pathos  of  Being  Misunderstood 

Illustration — Silas  Marner  (George  Eliot), 

When  a  popular  magazine  reproduced  a  long  article  which 
discussed  whether  men  should  go  to  church  under  the  dress 
of  a  fiction  story  called  "Should  Smith  go  to  Church?"  the 
Rev.  Harry  H.  Beattys,  of  Mount  Vernon,  N.  Y.,  took  it  up 
and  prepared  a  series  of  sermons  as  follows: 

Who  Is  Smith? 

Why  Does  Smith  Not  Go  to  Church? 

Why  Shouldn't  Smith  Play  Golf  instead  of  Going  to  Church? 

Is  Smith  Wrong  or  the  Church? 

What  Shall  the  Church  Do  about  Smith? 

Here  is  a  series  verging  on  doctrinal  subjects  that  are  taken 
up  by  the  Rev.  John  E.  Miles,  at  Waverly,  N.  Y.  They  have 
the  power  of  human  interest  and  are  sure  to  draw.  No  wonder 
a  prominent  business  man  wrote  him  the  request  to  repeat 

them: 

Struggling  Up  from  the  Underworld 
From  "Prize  Fighter"  to  Prince  of  Soul  Winners 

Study  in  "Wasted  Energy." 
From  "Boy  Criminal"  to  a  Brave  Character 

Study  in  "Ignoble  Ambition." 
From  "Old  Born  Drunk"  to  Old  Brave  Defender 

Study  in  "Heredity." 

Here  are  a  cluster  of  sermon  subjects  aptly  put  by  different 
experts  which  are  given  because  they  are  unusually  susceptible 
for  use  in  advertising: 

Rev.  W.  R.  Ward: 

The  Enemies  of  Christ 
Judas,  the  Betrayer. 
Caiaphas,  the  Fatal  Judge. 
Pilate,  the  Coward. 
Modern  Enemies. 


GROUPS,  SPEAKERS,  AND  SUBJECTS       295 

Rev.  C.  H.  Woolston,  D.D.,  East  Baptist  Church,  Philadel- 
phia, Pa. : 

The  Right  Way  Sermons 

How  to  Take  the  First  Step. 

Prelude:  Should  a  Protestant  Wear  a  Cross? 
What  Keeps  You  from  Jesus? 

Prelude:  Has  a  Christian  a  Playground? 
Power  to  Save  and  Keep. 

Prelude:  Will  the  Unbaptized  Be  Lost? 
The  Way  that  Leads  to  Heaven. 

Prelude:  Is  there  Salvation  Beyond  the  Grave? 

The  Rev.  C.  A.  Barwise,  First  Baptist  Church,  Greenpoint, 
N.  Y.: 

Are  You  Puzzled  Regarding  Some  Matters  of  Religion? 

The  Puzzle  of  Self. 

The  Puzzle  of  God. 

The  Puzzle  of  the  Bible. 

The  Puzzle  of  Conversion. 

The  Puzzle  of  the  Cross. 

The  Puzzle  of  the  Resurrection. 

The  Rev.  A.  C.  Archibald: 

February  Excursion:  (Four  Sunday  Nights) 
Have  You  Been  to  Nebo? 
Have  You  Been  to  Jordan? 
Have  You  Been  to  Caesarea? 
Have  You  been  to  Niagara? 

The  Rev.   Robert   J.   MacAlpine,    Boulevard   Presbyterian 
Church,  Cleveland,  had  the  following  series  of  sermons: 

Practical  Evening  Sermon  Series  from  Bible  Characters 
Timely  Lessons  from  the  Downfall  of  Adam. 
Golden  Rules  from  the  Story  of  Joseph. 
Vital  Principles  in  the  Greatness  of  Moses. 
Modern  Glimpses  in  the  Beauty  of  Ruth. 
Everyday  Cures  for  the  Trials  of  Job. 
Practical  Lessons  from  the  life  of  David. 
Daily  Rules  from  the  Wisdom  of  Solomon. 
Modern  Keys  to  the  Character  of  Daniel. 

The  Rev.  G.  Mahlon  Miller,  First  United  Brethren  Church: 

The  Ten  Commandments 
First  Things  First: 

"Thou  shalt  have  no  other  gods  before  me." 
Idolatry — Ancient  vs.  Modern: 

"Thou  shalt  not  make  unto  thee  any  graven  image." 
Profanity — A  Senseless  Vice: 

"Thou  shalt  not  take  the  name  of  the  Lord  thy  God  in  vain." 


S96  CHURCH  PUBLICITY 

Shall  the  Sabbath  be  Observed? 

"Remember  the  Sabbath  day,  to  keep  it  holy." 
Children  vs.  Parents: 

"Honor  thy  father  and  thy  mother." 
Three  Prohibitions: 

"Thou  shalt  not  kill.      Thou  shalt  not  commit  adultery.     Thou  shall 

not  steal." 
The  Sacredness  of  Speech: 

"Thou  shalt  not  bear  false  witness  against  thy  neighbor." 
Contentment  vs.  Covetousness: 

"Thou  shalt  not  covet." 
Christ's  Summary: 

"Thou  shalt  love  thy  God  .  .  .  and  thy  neighbor." 

We  have  gone  through  many  words  in  the  effort  to  picture 
how  to  make  Sunday  evening  services  attractive.      They  must 

be  attractive  if  they  lend  themselves  to  effective 
No  Easy      ^^^^    resultful    publicity.     It    is    not    suflficient    to 

merely  arrange  good  programs,  but  they  must  be 
backed  by  wise  advertising.  No  one  is  to  exactly  imitate 
another.  He  is  to  catch  a  vision  of  his  own  possibilities  and 
determine  to  reach  the  highest  possible  place.  Gipsy  Smith, 
in  telling  the  story  of  his  life  while  lecturing,  once  said,  *Tf 
I  should  be  asked  to  stop  that  organ  [pointing  to  the  pipe 
organ  back  of  him]  and  put  my  finger  on  the  'key'  of  success, 
I  would  put  it  on  'B'  natural."  We  cannot  work  just  like 
another,  but  we  can  do  it.  There  is  a  way  for  every  pastor 
in  the  country  to  win  an  audience.  He  may  not  find  the 
way  easy,  nor  find  it  easy  to  keep  it  up  when  started.  Neither 
does  the  business  man  who  keeps  his  business  humming.  Peo- 
ple are  hungry  for  the  bread  of  life,  but  we  must  get  them 
where  they  can  see  it  spread  out  in  an  appetizing  way  and  in 
forms  that  appeal  to  that  particular  class. 


CHAPTER  XV 

Aiding    Sunday    Schools   and    Children   by   Advertising 

Sixteen  thousand  boys  and  girls  attended  the  motion- 
picture  entertainments  at  Grace  Church  the  first  eight  months 
of  the  trial,  and  the  Sunday  school  attendance  was 
Motion  increased  thirty-three  per  cent.  Those  two  facts 
a^Su^cess  ^^^^  ^^  establish  the  right  of  the  motion  picture 
as  a  helper  of  the  Sunday  school.  Everyone  readily 
admits  the  value  of  the  stereopticon  as  a  teacher.  Stoddard's 
Travelogues  have  now  been  succeeded  by  scores  who  command 
immense  audiences  and  do  untold  good  in  reproducing  the 
pictures  of  the  lands  of  the  world.  Underwood  &  Underwood 
have  been  a  blessing  to  the  world  through  the  medium  of  the 
stereoscope,  with  which  hundreds  of  college  boys  have  paid 
their  way  through  school  and  thousands  have  had  clear  views 
of  all  lands.  The  Rev.  Jesse  L.  Hurlbut,  D.D.,  has  been 
writing  for  numerous  church  papers  a  series  of  articles  enabling 
one  to  profitably  use  the  Bible  pictures  prepared  by  this  firm. 
The  wise  teacher  of  children  can  make  the  scenes  very  real 
in  this  way.  There  was  a  time  when  the  church  had  to  make 
excuses  for  bringing  in  the  stereopticon.  A  great  foreign 
missionary  bureau  now  provides  slides,  and  is  confident  that 
vast  interest  has  been  created  by  the  pictures.  Why  should 
not  the  same  things  in  motion  create  a  greater  effect.^  Children 
do  not  enjoy  things  where  life  is  absent.  There  must  be 
movement  if  their  attention  is  held.  It  is  true  that  many 
motion-picture  houses  reproduce  disgusting  things  and  taint 
the  mind  of  the  young  with  criminal  and  low  suggestions, 
but  that  is  true  of  story  books,  and  even  of  music.  But  we 
do  not  on  that  account  reject  the  good. 

The  General  Film  Company  now  has  an  educational  de- 
partment which  furnishes  films  absolutely  devoid  of  objection- 
able features  and  full  of  instruction  for  children.  Anyone 
who  would  hear  the  six  or  eight  hundred  children  at  Grace 
Church  shout  with  glee  and  applaud  with  wildest  enthusiasm 
would  immediately  agree  that  good  was  done  and  that  every 

297 


298  CHURCH  PUBLICITY 

last  one  would  go  out  on  the  street  and  to  their  homes  to  be 
good  publicity  agents  for  that  church. 

It  is  not  difficult  to  convince  one  who  desires  to  do  good 

in  the  world  that  an  investment  in  a  motion-picture  plant 

would  accomplish  that  in  a  large  way.     Four  hundred 

Cost  of        dollars  will  easily  equip  a  church  with  a  new  machine, 

Machine      ^  fireproof  booth,  a  good  curtain,  and  everything 

that  is  necessary. 

At  first,  children  were  admitted  to  the  moving-picture 
entertainments  in  Grace  Church  without  any  charge,  but 
later  the  following  plan  was  inaugurated  and  proved  much 
more  satisfactory.  The  children  appreciated  the  pictures, 
the  order  was  better,  and  those  less  likely  to  be  helped  were 
sifted  out.  The  children  of  the  Sunday  school  are  issued 
a  course  ticket.  This  ticket  admits  them  to  every  Saturday's 
entertainment.  They  are  permitted  to  enter  first  and  thus 
secure  the  best  seats.  Everyone  else  must  present  a  ticket 
and  one  cent  to  be  admitted.  If  they  do  not  have  that  ticket 
then  they  must  pay  three  cents  to  get  in. 

Before  the  children  are  dismissed  a  ticket  is  distributed  which 
admits  them  the  following  Saturday  when  accompanied  by 
one  cent.  This  ticket  advertises  the  Saturday  night  enter- 
tainment, gives  the  list  of  motion  pictures  for  the  following 
week  and  pushes  forward  the  claims  of  the  Sunday  school 
and  the  church.  The  child  must  take  that  ticket  home  and 
keep  it  for  one  week.  Naturally,  he  will  prize  it,  the  parent 
will  look  it  over,  and  thus  church  advertising  will  be  taken 
into  the  home  and  a  value  put  upon  it  because  it  will  be  needed 
to  admit  the  child  the  following  Saturday,  and  is  really  worth 
two  cents.  Two  thousand  of  these  are  issued.  Those  not 
given  out  on  Saturday  are  distributed  at  the  Sunday  night 
service,  so  that  the  adults  can  give  them  to  any  children  they 
desire.  Sometimes  they  are  taken  out  on  the  streets  and  given 
to  children.  This  will  bring  them  for  the  first  time.  Many 
children  thus  picked  up  have  become  enthusiastic  workers 
and  church  loyalists. 

New  methods  to  make  the  cards  more  effective  are  con- 
stantly employed.  One  week  a  rooster  was  printed  upon  the 
Rewards  cards  and  a  reward  of  $2  was  offered  for  the  best 
for  reply  as  to  why  that  picture  was  there.     The  re- 

Explan-  ward  was  divided  between  a  boy  and  a  girl  who 
ation  gave  the  reasons  as  follows: 


SUNDAY  SCHOOLS  AND  CHILDREN 


299 


The  boy: — To  call  us  early  to  church  Easter  morning. 

The  girl: — My  idea  of  the  picture  of  the  rooster  on  the  cards  means 
for  people  to  arise  early  Easter  Sunday  morning  and  come  to  the  seven 
o'clock  service.  It  may  also  mean  victory  for  the  Church  of  the  Lord. 
And  another  meaning  might  be  that  the  services  are  worth  crowing  about. 


WHY 

is  this  picture 
printed? 


$2  REWARD 

to  the  toy  or  girl,  who 

gives  the  best  answer  in 

50  words. 


THIS  TICKET  2  ^'j;?Ts 


WILL  Admit  r^i  s?r.o^"p^'fuWs° 

March  22, 3  P.M. 


Saturday, 

Evening  Pro^rain 


episcoPAU  CHURCH,  West  Ifl4th,  St."".«*Sl:a-. 

Films  shown:-  Inhabitants  of  the  Sea.  Frontier  Hero  and  Ri- 
ders of  the  Plains.  Iio,  the  beggar  Boy.  Industries  of  So.  Cal- 
fornia.  Ambitious  Bootblack  andthe  Messenger's  Dog. 


For  ADUI-TS 

SILVER  OFFERING 


Motion  Rfctures  «&  Punch  and  Judy 

PROF.  GAPPY,  the  man  who,  made  all  New  Jersey  Uugh 


P.  S.  Two  CENTS  IS  CHARGED  IN  THE  AFTERNOON  TO  PAY  FOR  PUNCH  AND  JUDY 

At  another  time  a  picture  of  a  chair  was  put  on  simply  to 
attract  attention! 


DON'T  5TAN0 
ROUND 

Ifflprove  Your  Time 

FIND  A  SEAT 

In  Our  Sunday  School 

REQUURLY 

2:45  P.  M. 


H§LMIie  Lenox  PhilharnioDR  Orchestra  p 

SEE    Motion  Pictures 


Silver 
Offering 


Alice's  Adventures  in  Wonderland,  "j 
Van  Bidder's  Experiment.  I 

Foxy  Farmer,  Show  Your  License.  I 
Across  Russian  Poland,  Riding  Feats  j 
by  Cossacks.  Building  Barrels, 

Vintage  of  Languedoc.  J 


GRACE 

W.  104, 


20 

lECES 

5 

REELS 

METHODIST 
CHURCH 

BET.  AMSTEROAIM 
AND  COLUMBUS 


(untiitJiTHEiORDREiGNETH-Schnecker 

GIVEN  BY  CHOIR  WITH  BASS  SOLOIST 

at  HAPPY  SUNDAY  EVENING  Service 

Mdy  4tll,  dt  Z!45,  PROGRAM        mlJkAxA^^A^ 
THIS  TICKET  with  ONE  CENT  will  ADMIT  ANY  BOY  OR  GIRL 

TO  MOTION  PICTURES.  SATURDAY.  MAY  3rd,  at  3  P.  M. 

(OVER) 


300  CHURCH  PUBLICITY 

The  assistant  in  charge,  who  was  also  a  student  under  Dr. 
G.   A.   Coe,  prepared  a  list  of  questions  and  employed  the 

replies  in  preparing  his  thesis  on  ''Religious  Educa- 
Filmsand  tion."  A  remarkably  enlightening  lot  of  replies 
Education  were   received.     Here   are   some   of   the   questions 

asked : 

What  lesson  did  the  reel  "Bell  of  Justice"  teach? 
Why  was  "Joseph  Sold  to  His  Brethren"  shown? 
The  reel  "Bell  of  Justice"  aimed  to  teach  kindness  to  animals.     Were  you 

led  by  it  to  treat  any  animals  more  kindly? 
How  have  our  motion  pictures  helped  you? 

What  one  moving  picture  on  to-day's  program  did  you  like  best? 
Do  you  go  anywhere  to  Sunday  school? 
Prize  for  Girls — to  one  giving  the  best  description  of  reel  "Doll  Making" 

in  not  over  100  words. 
Prize  for  Boys — for  best  sketch  of  life  of  "Daniel  Boone"  in  100  words. 

This  must  be  based  solely  upon  the  reel  shown. 

The  Rev.  C.  H.  Woolston,  D.D.,  of  the  East  Baptist  Church, 
Philadelphia,  is  the  father  of  the  children's  entertainment 
movement.  He  has  gathered  hundreds  and  thousands  of 
children  together  through  the  years.  He  has 
Ma  ^Va  ^^  trained  himself  to  be  an  expert  magician  and  em- 
ploys his  skill  to  enforce  biblical  lessons.  In  this 
way  he  has  received  scores  of  children,  from  all  nationalities, 
into  his  church.  As  soon  as  motion  pictures  came  into  common 
use  he  began  to  employ  them. 

Grace  Church  holds  its  entertainments  at  three  o'clock 
in  the  afternoon,  but  Dr.  Woolston  has  his  young  people  gather 
at  seven  in  the  evening  and  dismisses  them  at  eight.  His 
general  title  is  "Penny  Concert,"  since  he  charges  everyone  a 
penny  to  get  in.  He  usually  distributes  a  souvenir  post  card 
or  some  other  little  gift  that  will  help  the  boys  and  girls  to 
remember  the  occasion.  He  has  thrilled  them  once  or  twice 
by  taking  a  baby  bear  on  the  platform  and  putting  it  through 
a  few  tricks.  Here  is  a  post  card  showing  him  with  a  huge 
lion,  also  one  showing  him  with  a  baby  bear  (pages  301  and 
302).  Every  child  will  keep  that  sort  of  a  post  card,  and  hence 
it  makes  splendid  publicity. 

Here  is  a  list  of  things  Dr.  Woolston  advertises: 

New  Lantern  Pictures.  Illustrated  Songs. 

New  Shadowgraphs.  Silver  Chimes. 

New  Swiss  Hand  Bells.  Girl  Aids. 

New  Wonder  Box.  Boy  Ushers. 


SUNDAY  SCHOOLS  AND  CHILDREN 


301 


Penny  Concert  Post  Card  No.  4 


1' 


I  HIS  is  a  picture  of  my  big  lion  friend  Atlas  at  home 
in  his  great  cage.  I  spent  many  hours  in  this 
cage  with  him  and  by  kind  words  always  had  him 
under  my  control.  I  have  made  wild  animals  a 
side  study  and  this  big  lion  was  my  best  animal 
friend.  This  picture  is  presented  to  the  children  of  the 
Penny  Concert  to  show  what  kindness  will  do. 

C.  H.  WOOLSTON 
Philadelphia.  May  12,  1908  3d  Thousand 


302 


CHURCH  PUBLICITY 


Rev.  C.  H.  Woolston 


AND  THE  Baby  Bear 


Exhibited  to  the  Children,  July  7.  1908  at  the  Tenth  Anniversary  of  the 
Penny  Concert  at  the  East  Baptist  Church.  Girard  and  E.  Columbia 
Avenues.  Philadelphia.  Teddy  Was  6  Months  Old  and  Was  Captured 
in  the  Woods  in  Maine. 


SUNDAY  SCHOOLS  AND  CHILDREN         303 

The  Rev.  Frank  B.  Lane  has  also  inaugurated  a  similar 
plan.  He  announces  bright  music,  object  lessons,  magic 
and  mystery,  Bible  truths,  motion  pictures,  and  adds  that 
those  who  do  not  have  a  card  will  be  expected  to  contribute 
at  least  five  cents  toward  defraying  expenses. 

Very  few  pastors  have  systematically  taken  up  this  plan. 
There  are  tremendous  possibilities  in  it.  No  better  talking 
agents  can  be  secured  than  children.  They  talk 
Affent?  ^^  home,  and  will  not  be  shut  off  when  they  are 
enthusiastic  about  a  thing.  A  gentleman  of  fine 
parts  was  compelled  to  attend  the  baseball  service  at  Grace 
Church  about  a  year  ago  because  his  boy  would  give  him  no 
peace  until  he  promised  to  come,  since  the  lad  hoped  to  catch 
a  sight  of  one  of  the  "Giants"  who  had  promised  to  be  present. 
That  man  has  not  missed  a  Sunday  night  service  since. 

Outside  the  good  that  can  be  done  the  children,  who  by  the 
thousands  roam  the  streets  or  shoot  craps  in  the  alleys  or  slide 
into  slimy  motion-picture  places  or  gather  in  cellar  gangs,  the 
eternal  gratitude  of  the  parents  and  all  lovers  of  children  will 
be  gained  for  the  church. 

The  idea  was  forced  home  by  an  experiment  with  an  Austra- 
lian Boys*  Band,  traveling  through  the  United  States,  which 
after  a  parade  on  the  streets  drew  in  about  eight  hundred 
children.  This  band  returned  home  and  told  the  story  of 
Grace  Church  to  newspapers  in  their  country  who  wrote  large 
and  grateful  accounts  of  the  church. 

In  every  community  it  is  easy  to  make  a  trial  of  this  form 
of  publicity,  since  it  is  now  easy  to  hire  a  motion-picture  machine 
and  operator  together  with  a  few  films  at  a  very  small  expense. 
Some  years  ago  Mr.  W.  D.  Downs  of  the  Gano-Downs  Com- 
pany, Denver,  went  to  Europe  on  a  business  trip.  He  carried 
with  him  the  name  and  address  of  every  boy  who  had  ever 
patronized  the  firm.  From  different  points  in  Europe,  he 
mailed  back  a  souvenir  post  card  to  those  boys  that  had  a 
personal  tone  of  greeting  in  it.  Whenever  those  boys  wanted 
clothing  they  would  be  sure  to  go  to  Mr.  Downs'  store. 

No  pastor  can  afford  to  ignore  the  boys  and  girls  in  his  church 
and  membership.  The  writer  took  with  him  on  a  far  north- 
western trip  the  name  of  every  Sunday  school  scholar  and  sent 
them  a  special  souvenir  post  card. 

We  can  all  remember  one  of  the  first  cards  or  letters  that  came 
through   the  post  office   service   addressed   personally   to   us. 


304  CHURCH  PUBLICITY 

An  appeal  to  the  affections  does  the  most  good.  We  are 
grateful  and  heart-knit  to  those  who  remember  us.  Here  is  a 
fine  chance.  It  would  be  easy  to  design  a  souvenir  post  card 
for  the  boys  and  girls  of  the  Sunday  school  for  them  to  use  in 
writing  their  friends.  Many  of  them  would  be  distributed  to 
friends  near  at  hand  who  might  be  secured  as  "customers." 
Everyone  would  retain  a  sample. 

Dr.  Jenkins  furnished  all  the  public  school  children  a  tasty 
blotter.  His  Sunday  school  issued  handsome  lead  pencils 
bearing  the  name  of  the  church  as  monthly  rewards  for  regular 
attendance.  That  is  an  inexpensive  custom.  The  children 
would  be  delighted  if  a  pencil  also  had  their  own  name  printed 
on  it.  One  dozen  might  be  presented  for  faithfulness  during 
the  quarter.  This  would  serve  a  double  purpose,  since  at  the 
same  time  it  has  the  name  of  the  church,  and  the  child  showing 
it  would  tell  where  the  pencil  was  secured. 

The  craze  for  buttons  has  not  gone  out  of  style.  On  Rally  Sun- 
day present  everyone  who  attends  a  button  with  a  picture  of  the 
church  on  it  and  some  appropriate  wording.  The 
Church  writer  has  always  been  able  to  persuade  a  nearby 
firm  to  furnish  these  buttons  when  the  firm  was 
allowed  to  paste  in  the  back  a  piece  of  paper  announcing  its 
line  of  business  and  location. 

Mr.  Scott  in  The  Psychology  of  Advertising  makes  some 
wise  suggestions   that   should  be   applied   to  publicity  forms 
here.     The  acquisitive  sense  causes  adults  to  patron- 
Sugges-       j^e    get-rich-quick    schemes,    says    Mr.    Scott.     It 
Scott  ^^   ^^^^  present  with  children.     They  may  be  en- 

couraged to  lay  aside  money  in  mite  boxes.  Par- 
ticularly would  this  be  effective  if  a  reward  were  given  for  the 
person  who  brought  in  $2,  or  an  unlimited  amount  that  was 
gathered  from  most  people  or  was  earned  by  the  largest  variety 
of  activity.  The  instinct  of  saving  is  strong  in  children  if 
appealed  to  rightly.  If  the  church  can  cultivate  it,  it  will 
do  a  double  service.  Hence  the  penny  savings  bank  plan 
writes  the  name  of  the  church  clearly  in  the  child's  memory. 
"The  instinct  of  power,"  stressed  by  Mr.  Scott,  is  also  strong 
upon  them.  The  figure  of  a  marching  soldier  catches  the  eye 
of  a  boy.  Every  girl  aspires  to  be  a  teacher  who  can  order 
pupils  to  do  this  or  that.  That  is  why  the  Junior  Republic 
has  been  such  a  success.  It  explains  the  eflSciency  of  the 
organized  Sunday  school  class.     It  gives  a  clue  to  the  popu- 


SUNDAY  SCHOOLS  AND  CHILDREN 


305 


larity  of  the  Scout  movement  and  Camp  Fire  Girls.  Pictures 
from  such  occasions  will  be  certain  to  attract  attention  and 
create  a  living  interest.  They  ought  to  be  published  in  win- 
dow displays  and  with  stereopticon  and  by  cuts  to  draw  other 
children  into  the  organization. 

Next,  the  instinct,  to  quote  Mr.  Scott,  "to  do  something" 
is  strong  in  the  child  as  well  as  in  the  adult.  A  tool  chest 
will  catch  any  boy's  attention.  Many  of  them  construct 
wireless  telegraphy  apparatus.  They  can  draw  maps  or 
make  clay  models  of  water  pots  and  other  vessels  used  in 
biblical  days.  Prizes  may  be  awarded  for  best  work  along 
these  lines.  Girls  can  dress  dolls  to  be  sold  for  the  benefit  of 
missions.  They  can  make  scrapbooks  for  orphan  asylums. 
They  can  manufacture  aprons  or  little  dresses  or  similar  things. 
The  very  doing  will  get  them  interested  in  the  church  for 
which  they  are  working.  Pictures  of  children  working  at  these 
things,  or  "cuts"  that  suggest  some  line  of  activity,  will  catch 
the  eye  of  the  child  and  be  remembered. 

The  "parental  instinct"  is  strong  and  hence  useful  in  adver- 
tising. The  little  girl  has  her  doll  buggy,  and  with  great 
dignity  when  only  five  years  old  puts  the  little  one  to  sleep. 
The  boy  would  not  deign  to  do  that  sort  of  thing,  but  he  also 
has  his  pets.  Pity  the  boy  that  does  not  have  the  privilege 
of  owning  a  dog,  a  pony  or  something  like  that.  He  will 
coddle  his  dog  or  his  pony 
in  as  fatherly  a  way  as 
an  adult  will  his  son. 
Even  babies'  pictures  at- 
tract children.  Recently 
the  writer  borrowed  one 
of  the  "Eskay  Food"  cuts 
of  a  hundred  baby  heads 
and  used  it  on  printing  in 
connection  with  Children's 
Day.  It  made  an  imme- 
diate and  notable  impres- 
sion. Only  the  inhuman 
monster  will  be  unmoved 
by  a  child's  prattle  and  a 

baby's  hand.     Hence  the  ^.^.^.^  -^,.,^,^,^    ...  «*«..*... 

picture    of    the    Sunday  SUNDAY  EVENING  AT  SEV£M 

school  itself  is  effective.  April  7  to  June 30^  I9U 


306 


CHURCH  PUBLICITY 


In  Denver  a  cut  was  made  of  two  beautiful  girls — twins — 
and  this  was  used  on  all  Sunday  school  printing. 

Anything  "suggesting  life"  is  valuable.  Here  is  a  crude 
cut  which  appeared  on  the  outside  of  a  program  compelling 
investigation  on  the  inside  to  see  what  it  stood  for  (page  305). 

The  writer  has  been  in  the  habit  of  purchasing  a  quantity 
of  Scripture  Sunday  school  cards,  illustrated.  Most  little 
children  like  to  receive  picture  cards.  On  the 
Scripture  \y^Q^  of  these  are  printed  a  picture  of  the  church, 
Pictures  ^^^  pastor's  name,  and  some  description  of  the 
services.  These  are  carried  in  the  pocket  and 
handed  to  children  on  the  street,  even  though  they  are 
walking  with  their  parents.  The  parents  are  pleased  at  the 
attention,  notice  the  card,  and  are  more  than  likely  not  only 
to  bring  the  children  to  that  Sunday  school  but  also  to  attend 
the   church. 

A  Western  Sunday  school  prepared  a  "Bible  Call"  and  dis- 
tributed it  to  the  scholars. 


A  Bible  Call 

Say,  my  chum,  have  you 
seen  n  Timothy  2:J5? 

I  Thessalonians  5:22  will 
tell  you  exactly  what  to  do* 


This  helps  create  a  Sunday  school  spirit.  One  of  the  most 
"drawing"  features  of  many  schools  is  the  college  spirit  created 
by  glee  clubs,  baseball  or  football  contests,  and  oratorical  and 
debate  exhibitions.  Nothing  creates  an  esprit  de  corps  so 
certainly.  When  a  young  man  or  young  woman  gets  into 
such  an  atmosphere  he  or  she  will  be  certain  to  stay  until  the 
course  is  completed  and  will  go  out  every  year  to  get  new 
scholars.  The  same  spirit  may  be  created  in  a  young  people's 
organization   or   in   the   Sunday   school.     The   writer   always 


SUNDAY  SCHOOLS  AND  CHILDREN         307 

encourages  and  helps  shape  up  a  Sunday  school  "yeW  and  an 
Ep worth  League  "yell-"  These  are  given  vigorously  on  all 
sorts  of  occasions — on  picnics,  excursions,  at  baseball  games, 
during  socials,  and  in  various  other  places.  The  noise  at- 
tracts attention,  the  young  people  thus  quickly  announce 
their  church,  and  everybody  smiles  with  memories  of  the  past 
when  they  too  as  young  people  were  thus  jubilant. 

The  First  Baptist  Church  at  Hartford  prepared  a  beautiful 
ribbon  bookmark  advertising  the  Rally  Day  and  Home- 
Coming  service.  The  motto  printed  on  it  was  2  Tim.  2.  15 : 
*'Give  diligence  to  present  thyself  approved  unto  God,  .  .  . 
handling  aright  the  word  of  truth."  Girls  would  be  more 
likely  to  keep  the  bookmark  than  the  boys  and  would  not 
give  it  up  for  many  years  but  would  treasure  it  with  a  halo 
of  sentiment  about  it. 


RALLY  DAY  and  HOME  COMING 

FIRST  BAPTIST  CHURCH  SCHOOL 
Hartford,  Connecticut 

Sunday,   September  29,    1912 

OUR  MOTTO— Give  diligence  to  present  thyself  approved 
unto  God,  *  *  *  handhng  aright  the  word  of  truth. 

—II  Tim.  2:15. 

1 

Every  church  and  Sunday  school  should  make  the  largest 
possible  use  of  Rally  Day.  It  is  an  opportunity  far  too  valu- 
able to  be  missed  or  to  be  passed  hghtly  by.  All  possible  pub- 
licity should  be  given  to  the  projected  plans  and  distribution 
made  with  the  utmost  diligence  and  wisdom. 

The  Rev.  W.  H.   Christ  prepared  a  unique  time-table  to 

advertise  his  Sunday  school.  It  is  a  bit  involved  for 
Programs    younger   children,  but  would  probably  attract  the 

young  people  because  it  is  original  and  full  of  life. 
Some  such  invitation  and  announcement  can  readily  be  de- 
vised by  any  wide-awake  Sunday  school  superintendent. 


308  CHURCH  PUBLICITY 


Rally  Day  Excursion 

VIA  THE  ONLY  SUNDAY  SCHOOL  ON 
WEST  BROAD  STREET 

Olivet  United  Evangelical  Sunday 
School,  between  6th  and  7th  Avenues, 
West  Bethlehem,  Pa. 

Rev.  W.  H.  Christ, 

Gen' I  Supt. 

SUNDAY,  DECEMBER  1, 1912 

GOOD  FOR  ONE  FIRST-CLASS  PASSAGE-No.  200 

subject  to  the  following:  The  holder  of  this  ticket 
is  expected  to  be  at  the  headquarters  station,  West 
Broad  St.  (Olivet  church  building),  by  2  P.  M. 


TIME  TABLE 

2:00  All  on  board. 

2:01  Singing  by  the  passengers — No.  39. 

2:05  Prayer  by  one  of  the  trainmen. 

2:08  Solo — The  Gospel  Train — by  the  brakeman. 

2:13  Train  rules  read  by  half-fare  passengers. 

2:20  Collecting  fares  and  counting  tickets. 

2:25  Primary  Station.      No.   146. 

2:30  Recitation  by  Bell  Boy. 

2:35  Intermediate  Junction.      Lights  on  for  Cradle  Roll  Switch. 

2:40  Talk  by  Conductor.       Illustrated  by  actual  railway  train 

in  motion. 

2:50  Brakemen's  Quartette — Life's  Railway. 

2:55  Recitation  by  Railroad  Messenger  Boy. 

3:00  Singing  by  passengers — No.  69. 

3:02  Report  of  General  Passenger  Agent. 

3:05  Terminal  Song.     No.  64. 

6.30 
K.   L.  C.   E.   RALLY 

1.  Reading,  Christian  Endeavor  Chapter,  I  Cor.  13.     By  the 

League. 

2.  Singing,  the  League  Song. 

3.  Prayer. 

4.  Singing. 

5.  Reading    Topic,     Missionary    Achievements    and    What    I 

may    Do.      Phil.  2:  1-16.     Led  by  pastor.  Rev.  W.  H. 
Christ. 

6.  Music  (Special). 

7.  Discussion  Topic. 

8.  Singing. 

9.  Recitation. 

10.  Singing. 

11.  Mizpah  Benediction. 


SUNDAY  SCHOOLS  AND  CHILDREN 


309 


9. 


Anthem  by  Choi 

Prayer. 

Solo  by  Mr.  Wm.  English 

Offertory. 

Announcements. 

Sermon  by  REV. 

Prayer  by  pastor 

Hymn. 

Benediction. 


7:30   P.  M. 

Praise  Ye  the  Lord. 


W.  N.  SCHWARZE,  B.  D.,  M. 
Rev.  W.  H.  Christ. 


GENERAL    INSTRUCTIONS 

1.  Parents  are  invited  to  come  with  their  children  to  insure 
a  safe  journey  through  life. 

2.  Do  not  stand  on  the  platform  or  attempt  to  leave  the 
train  while  it  is  in  motion. 

3.  We  have  careful  and  courteous  trainmen.  They  are  at 
your  service. 

4.  Passengers  may  retain  their  tickets  after  allowing  the 
conductor  to  detach  coupon  as  a  remindei  that  this  train  makes 
the  same  run  every  Sunday  at  2  P.  M. 

5.  Music  furnished  free  en  route 

6.  The  principal  object  of  this  transportation  company  is  to 
teach  the  Christian  religion  and  to  bring  the  pupils  into  the 
Christian  life 

Our  aim  this  year  is  to  have  an  average  attendance  of  150  each 
trip. 

7.  No  sleeping  cars  on  this  train  except  for  Cradle  Roll 
passengers. 

8.  Solid  vestibule  train — nine  coaches — observation  cars  for 
visitors. 

Note. — If  you  don't  take  this  trip  regularly,  you  are  missing 
some  of  the  finest  scenes  and  best  thoughts  in  the  religious  life. 


OLIVET  UNITED  EVANGELICAL  RAILWAY  CO. 

HOME  SWEET  HOME 


OLIVET  SUNDAY  SCHOOL 

Good  for  passage  on  this  line  for  52  Sundays. 


No  Stop  Overs. 


Transferable. 


OLIVET  UNITED  EVANGELICAL  RAILWAY  CO. 

Good  for  passage  for  the  whole  family  on 

RALLY   DAY   SPECIAL 

SUNDAY,  DECEMBER  1,  at  2  P.  M. 

The  above  is  a  complimentary  ticket  issued  by  the  company, 
who  ask  you  to  accept  it  and  use  it,  and  you  will  be  promised 
an  enjoyable  trip. 

Jan.  1.  1913,  SPECIAL  EVANGELISTIC  MEETINGS  will 
be  begun  in  Olivet  and  continue  every  night  for  two  weeks. 
Come,  hear  Miss  Ruth  Wolf,  the  renowned  trumpeter,  who 
has  played  the  trumpet  several  seasons  at  the  great  Ocean 
Grove  Camp  Meeting. 


NAME    OF   PASSENGER 


STREET      AND      NO.      HOU3E- 


310  CHURCH  PUBLICITY 

It  is  a  good  thing  to  in  some  way  or  other  secure  the 
enthusiastic  cooperation  of  young  people  in  building  up  an 
attendance.  Contests  here  are  peculiarly  valuable.  Many 
publishing  houses  have  prepared  sets  of  cards  with  coupons  at- 
tached making  it  possible  to  hold  a  red  and  blue  contest.  The 
coupon  reads,  *'New  Scholars  Contest.  The  new  scholar  pre- 
senting this  coupon  at  Sunday  school  is  to  be  credited  the  holder 

of  Coupon  Ticket  No "     The  number  is  to  be  filled  in 

according  as  the  ticket  is  given  out.  When  a  new  scholar  at- 
tends he  presents  this  coupon  and  it  is  credited  to  the  red  side 
or  to  the  blue  side. 

The  same  plan  works  excellently  with  young  people's  so- 
cieties, making  several  things  count.  For  example,  new  mem- 
bers, attendance  at  the  devotional  meetings,  taking  part  in 
that  service,  the  largest  attended  social,  and  the  collecting  of 
dues  from  every  member  in  the  group. 

Nothing  is  more  effective  than  a  well-given  and  widely 
announced  entertainment  by  the  members  of  the  Sunday 
school.  An  orchestra  is  a  great  attraction.  The  North 
Avenue  Sunday  School,  in  Pittsburgh,  advertises  "largest 
Sunday  school  orchestra  in  the  United  States,"  and  then 
reproduces  a  picture  of  it.  Most  Sunday  schools  now  find 
it  very  advantageous  to  secure  such  an  organization.  It 
is  most  valuable  where  the  members  are  recruited  from  the 
school  itself.  This  helps  to  unify  the  various  departments 
of  the  school  and  attracts  the  attention  of  the  parents  both  to 
the  church  and  to  the  school. 

While  in  Denver,  Professor  George  J.  Heckman  organized 
such  an  orchestra  and  trained  it  to  the  highest  musical  skill. 
He  secured  some  outside  help  and  gave  a  concert  on  Easter 
Sunday  afternoon  which  drew  in  a  great  many  extra  people. 
That  is  the  purpose  of  all  the  church  organizations.  A  good 
Sunday  school  orchestra  can  frequently  give  concerts.  It 
puts  responsibility  on  the  organization  and  gives  it  a  reason 
for  existing.  At  the  same  time  it  enables  them  to  aid  in  bringing 
new  people  within  the  range  of  influence.  It  offers  an  attractive 
special  thing  to  advertise. 

Rally  Sunday  must  increasingly  be  made  a  great  time. 
Children  are  attracted  in  large  numbers  on  the  first  Sunday, 
and  if  some  sort  of  a  stimulus  is  given  them  not  to  miss  until 
the  school  slacks  down  for  the  summer,  they  will  likely  be  held. 
It  will  pay  to  give  much  thought  and  large  planning  to  make 


SUNDAY  SCHOOLS  AND  CHILDREN         311 

this  opening  occasion  tremendous.  Put  out  pertinent  and 
compelling  advertisements  in  varied  forms  and  widely.  The 
writer  encourages  a  brief  program  in  the  afternoon,  while  the 
largest  emphasis  is  placed  on  the  evening  service,  so  that  the 
parents  are  drawn  in  and  are  interested  to  help  make  the 
school  a  success.  The  afternoon  effort  ought  to  be  aimed  at 
getting  every  last  possible  scholar  present. 

The  church  is  always  crowded,  and  hence  a  ticket  sent  to 
the  parents  of  the  children  admitting  them  to  a  reserved  section 
makes  them  eager  to  come.  Most  of  us  will  go  to  an  affair 
if  we  have  a  special  ticket  of  admission,  even  when  we  would 
not  attend  it  otherwise.     Here  is  a  ticket  thus  used: 


(Brace  fIDetbobiet  lEpiecopal  Cburcb 

W.    104,    Bet.    Amsterdam    and    Columbus 

An  attractive  School  every  Sunday  at  3:4:5  P.  M. 

Please  reserve  a  place  for  <      

(  Address  - 

in  the  section  reserved  for  parents  and  friends  of  the  members  of  the 
Sunday  School,  at  the  Rally  Sunday  Service,  7:45  P.  M.,  Oct.  8th. 

PROGRAM      BV    TM  E     CHIL.DREN 

_ _ Teacher 

Chas.  F.  Merritt,  Supt. 
"A  Homelike  Church *•  Christian  F.  Reisner,  Pastor. 


When  the  Sunday  school  entertainments  are  given  on  Sunday 
night  it  is  a  little  bit  harder  for  the  teacher,  and  some  parents 
object,  but  the  total  good  done  far  outbalances  the  objections. 
Many  parents  who  do  not  get  around  early  enough  in  the 
morning,  because  of  the  habit,  will  not  come  in  the  morn- 
ing. Neither  would  they  come  under  other  circumstances, 
because  they  might  expose  themselves  to  ridicule  for  going 
to  church,  but  at  night  they  are  tired  of  the  house  and  can  be 
covered  by  the  darkness  as  they  go,  and  they  will  be  glad  to 
attend  to  hear  their  children  take  part.  They  will  also  gather 
in  the  kinsfolks  for  miles. 

One  service  a  year  can  be  held  in  the  morning  for  those  who 
could  not  possibly  attend  in  the  evening  hours.     But  the 


312  CHURCH  PUBLICITY 

Easter  program  and  the  Rally  Day  program  when  presented 
at  a  Sunday  night  service  gives  splendid  publicity  to  the  Sun- 
day school.  Everybody  enjoys  an  entertainment  given  by 
children. 

The  little  tots  of  the  primary  department  issued  the  fol- 
lowing on  a  regular  invitation  "form"  3x4  inches  in 
JS"^  K        size,  while  the  envelope  was  2x33/9  inches,  with  the 

XxlUIXlD  !•  i>    11  " 

wording  as  lollows: 
The  Primary  &  Junior  Departments 

R£Qt7E:ST  THB   HONOR    OF   YOUR    PRBSBNCB 
AT  THE   \VEDI>rNQ    OP 

MISS  JENNIE  JUNE 

TO 

MR.  TOM  THUMB 

ON  Friday  Evening  March  the  Tenth 

Nineteen  Hitndred  and  Eleven 

at  eight  o'clock 

at  Orace  Methodist  Episcopax.  Chttror 

one  hundred  and  foxtrth  street  west 

new  york  city 

A  little  fellow  five  years  old  acted  as  Tom  Thumb  with  a 
little  mate  about  the  same  age.  All  the  company  of  guests 
were  dressed  like  adults.  The  audience  room  was  packed  and 
a  repeat  engagement  was  announced  to  take  place  three  or 
four  days  afterward.  The  second  time  the  room  was  packed, 
and  everybody  went  away  with  a  good,  sweet  feeling  in  their 
hearts,  and  they  remembered  where  they  got  that  feeling, 
which  was  at  the  church  entertainment.     They  came  again. 

The  reward  given  for  faithfulness  may  serve  as  good  adver- 
tisement. The  time  of  enrollment  can  be  made  impressive. 
Here  is  a  certificate  given  in  Denver  which  many  framed. 
It  constantly  called  up  the  fact  that  they  had  made  promises 
to  be  faithful  in  attendance  and  had  set  before  themselves  a 
certain  set  of  resolutions.  On  the  certificate  appeared  a  cut 
of  the  church  and  the  two  children,  whose  faces  were  always 
used  as  trademarks  (page  313). 


SUNDAY  SCHOOLS  AND  CHILDREN         313 


rr 


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=  £ 

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314  CHURCH  PUBLICITY 

The  writer  makes  it  his  rule  to  arrange  for  a  large  Sunday 
school  week-day  entertainment  of  some  sort  in  the  spring  of  the 
year.  The  children  are  eager  to  take  part.  The  parents  are 
delighted  because  they  are  selected  and  follow  the  re- 
hearsals with  great  interest.  A  number  of  people  enjoy  helping 
drill  and  decorate  for  such  an  occasion.  When  the  exhibition 
actually  occurs  nearly  all  come  out  of  interest  in  the  exhibit 
itself,  while  all  the  relatives  and  friends  of  the  children  will 
be  certain  to  come  to  see  how  they  do  it.  The  talking  about 
the  Sunday  school  during  the  time  of  drill  will  do  more  telling 
publicity  than  any  published  matter  that  could  be  put  out. 

One  year  "A  Midsummer  Night's  Dream"  was  reproduced 
by  seventy-five  boys  and  girls  under  the  direction  of  Miss 
Cora  Scott,  a  specialist  who  was  hired  to  cooperate  with  the 
regular  workers  of  the  church.  The  second  year  eighty  boys 
and  girls  were  drilled  to  reproduce  Grimm's  fairy  tale,  "Hansel 
and  Gretel."  This  was  under  the  direction  of  Miss  Helen  Guest, 
another  skilled  expert.  In  addition  to  the  interest  created,  a 
large  amount  of  money  is  always  cleared  for  the  church. 

Grattan  E.  Hancock,  while  superintendent  of  Grace  Sunday 
School  in  Denver,  worked  out  a  plan  to  keep  the  scholars  of 
the  Sunday  school  faithful  in  their  attendance  during  August 
and  September.  A  catchily  worded  card  was  issued  to  every 
scholar  on  the  last  Sunday  in  July: 


Aug.  2  Aug.  9  Aug.  16  Aug.  23  Aug.  30 

o  o  o  o  o 

#rate  ill.  €,  ^unbaj>  ^tJiool 

^enber,  Colorabo 

Satisfactory  Sabbath  School  SUMMER  SERVICE  secures 
a  scenic  September  sylvan  session  soon.  Situate  some 
shady  spot  and  sing  sweet  songs.  Shout  shrill  soprano 
sounds.  Select  several  sensible  Sunday  School  scholars  and 
so  spend  session. 

(Signed)  Superintendent. 

Superintendent  will  punch  one  each  Sunday  when  present.  To  those  who  are  present  at 
least  eight  Sundays  of  the  nine,  bring  their  card  and  have  it  punched,  a  suburban  trolley  ride 
will  be  given  free.  Date  and  place  will  be  announced  later.  Officer*  andl  teachers  are  included. 
We  want  AT  LEAST  300  to  go. 

o  o  o  o 

Sept.  6  Sept.    13  Sept.  20  Sept.  27 


SUNDAY  SCHOOLS  AND  CHILDREN         315 

Most  picnics  are  held  in  the  middle  of  the  summer.  Few 
city  children  see  the  beauties  of  the  country  in  the  fall.  There 
is  no  more  delightful  time  than  when  the  leaves  begin  to  turn 
and  bed  the  ground.  Children  who  have  not  been  able  to 
get  away  from  town  in  the  summer  are  also  thus  rewarded. 
Mr.  H.  E.  Barnes,  the  present  superintendent  of  the  same  school, 
has  put  out  a  plan  for  the  one  picnic  given  by  the  Sunday 
school.  It  was  announced  for  the  first  week  in  August,  and 
a  free  railroad  ticket  was  to  be  given  to  every  pupil  who  at- 
tended twelve  of  the  thirteen  Sundays  in  May,  June,  and 
July.  Ten  cents  was  charged  for  every  Sunday  missed.  No 
excuses  were  accepted.  The  school  was  thus  protected  from 
the  expense  of  any  who  were  not  regular  in  attendance.  Such 
rewards  appealed  to  the  anticipation  of  the  child,  and  they 
not  only  spur  themselves  up  by  it,  but  constantly  talk  about 
the  coming  occasion  with  great  delight. 

Various  rewards  are  offered  for  raising  money  for  attendance 
or  different  things  in  the  Sunday  school.  Promise  that  the 
winning  group  shall  have  a  photograph  taken  of  the  whole 
company,  and  that  each  one  will  be  given  a  picture  of  his  group. 
That  is  attractive  and  will  serve  as  a  permanent  souvenir  of 
the  church  and  of  the  little  company  who  worked  happily 
together  in  some  particular  contest. 

Charles  F.  Merritt,  the  superintendent  of  the  Junior  Depart- 
ment of  Grace  Methodist  Sunday  School,  has  evolved  a  very 
effective  method  of  grades,  with  an  attractive  goal,  that  keeps 
the  scholars  spurred  up.  He  grades  them  on  attendance, 
promptness,  lesson  preparation,  attendance  at  one  of  the  two 
church  services  on  the  previous  Sundays,  and  the  bringing  of 
an  offering.  Each  one  of  these  counts  one,  and  the  total  makes 
a  grade  of  one  hundred.  Girls  who  make  an  average  of  ninety 
for  each  month  for  which  the  record  is  kept,  are  given  a  three- 
hour  automobile  ride  around  the  city.  Boys  who  make  that 
grade  are  taken  in  a  body  to  see  the  '*Giants"  play  baseball. 

It  is  not  sufficient  to  attract  the  boys  and  girls  to  the  church. 
They  must  be  built  into  its  body  in  a  vital  way.  Ninety 
Buildinff  P^^  ^^^^  ^^  ^^^  churches,  ninety-five  per  cent  of 
into  the  the  ministers  and  eighty-five  per  cent  of  the  mem- 
Church       bers  of  the  church  come  from  the  Sunday  school. 

The  South  Congregational  Church,  Brockton,  Mass.,  issued 
a  beautiful  announcement  concerning  young  people's  work, 
containing  the  picture  of  the  pastor,  the  Rev.  J.  Stanley  Durkee, 


316  CHURCH  PUBLICITY 

Certificate 
of  Infant  Dedication 

€l)i^  i0  to.Certifp 
tCfjat _ „ „ 

- of  age  was  publicly  dedicated  to  God 

in  the  First  Baptist  Church,  Vineland,  N.  /.,  by  Rev. 

Frank  B.  Lane,  on...^ ...- ^ • 


The  Following  Was  the  Prayer  of   Dedication: 

Unto  God  the  Father,  God  the  Son  and  God  the  Holy  Spirit  we 
do  now  solemnly  and  humbly  dedicate  thee;  praying  that  in  spirit, 
soul  and  body  thou  mayest  become  wholly  the  Lord's  and  ever 
more  live  unto  Him  and  serve  Him.      We  also  pray  that  a  long 

and  useful  life  may  be  granted  and  that ...may 

grow  up  into  the  Lordfesus  in  all  things.  We  pray  that  the 
parents  may  have  upon  them  heavenly  grace  and  benediction,  that 
through  Thy  help  they  may  be  enabled  to  maintain  a  consistent 
and  Godly  life  and  thus  by  example  lead  their  child  to  afuU  and 
saving  knowledge  of  Jesus  Christ,  to  whom  the  Father  and  the 
Holy  Spirit  be  all  honor  and  glory,  world  without  end.— Amen. 

This  Was  the  Exhortation  to  Parents: 

Ye  are  to  take  care  that  this  child  be  brought  up  in  the  nurture 

and  admonition  of  the  Lord  and  that  as  soon  as ^...shall 

give  evidence  of. personal  faith  in  Jesus  Christ. 

shaU  be  instructed  that  it  is duty  to  publicly  con/ess 

Him  as Saviour  and  the  Lord  in  the  ordinance  of  the 

Burial  Baptism,  which  is  in  accordance  with  the  teachings  of  the 
New  Testament,  and  may  God  give  you  heavenly  grace  so  to  do 
and  so  bring  you  and  your  little  ones  into  the  Glory. 

- Pastor 

FIRST  BAPTIST  CHURCH 

VINELAND.  N.  J. 


SUNDAY  SCHOOLS  AND  CHILDREN         317 

and  the  director  of  religious  education,  Dr.  Loyal  L.  Wirt. 
On  the  inside,  however,  was  this  remarkable  statement: 

The  six  deacons  of  this  church  are  C.  E.  graduates. 

Five  of  them  are  ex-Presidents. 

The  President  of  Intermediate  Endeavor  is  a  Junior  graduate. 

The  President  of  Senior  is  a  Junior  graduate. 

That  compels  the  local  church  to  note  the  importance  of  the 
work,  and  makes  it  appear  worthful  to  the  ambitious  youth. 
Every  christened  infant  in  the  Methodist  church  is  now  re- 
corded as  a  prospective  member.  They  do  not  need  to  enter 
into  a  probationary  state,  but  whenever  the  pastor  receives 
them  into  his  training  class  they  may  be  prepared  for  full 
membership. 

The  Baptist  Church  does  not,  as  is  well  known,  administer 
infant  baptism.  The  Rev.  Frank  B.  Lane,  at  Vineland,  has, 
however,  prepared  a  service  of  dedication  which  he  follows 
every  year  on  the  Sunday  which  he  calls  "Babies'  Day."  At 
such  times  he  sends  letters  to  every  parent  in  the  church  urging 
them  to  present  their  children  for  this  dedicatory  service. 
It  is  issued  in  the  form  of  a  neat  card  and  is  presented  to  the 
parent  much  as  is  the  certificate  of  baptism  in  churches  where 
a  baby  is  christened.  The  form  he  uses  is  shown  on  the  pre- 
ceding page. 

The  Rev.  George  A.  Duvall  publishes  a  neat  "Junior  Com- 
mencement" program  in  which  the  boys  and  girls  who  are 
graduating  from  the  training  class  follow  every 
Instruc-  form  as  though  they  were  completing  a  high  school 
Training  course.  Their  class  motto  is  "Beginning,  Not 
Ending."  The  class  colors  are  white  and  gold. 
Then  follows  the  class  roll  consisting  of  eleven  young  people. 
The  following  program  was  rendered,  each  part  being  taken  by 
some  member  of  the  class  who  repeated  it  from  memory,  thus 
demonstrating  ability: 

Opening  Response — "Praise  the  Lord." 

Song — "Tell  Me  Again  of  Jesus." 

Apostles'  Creed. 

Prayer. 

Old  Testament  Lessons: 

Psalm  1. 

Psalm  23. 

Psalm  100. 
New  Testament  Lessons: 

Matthew  10.  13-16. 

Matthew    5.    3-12. 


318  CHURCH  PUBLICITY 

Anthem. 

The  Ten  Commandment?. 

Books  of  the  Bible. 

Early  History  of  Methodism. 

Church  Polity. 

Catechism,  questions  51-70. 

Fable  with  morals. 

Romans  12. 

1  Corinthians  13. 

Presentation  of  Diplomas  and  Pins. 

Offering  and  Announcements. 

Song,  "Where  the  Shepherd  Leads  I'll  Go." 

Doxology  and  Benediction. 

Such  well-trained  young  people  are  bound  to  be  vital  members 
of  the  church  who  will  realize  its  importance  and  help  to  push 
its  interest  everywhere.  The  writer  conducts  his  own  train- 
ing class  for  young  probationers.  During  the  annual  revival 
meeting  Decision  Day  is  observed  in  the  Sunday  school.  All 
the  boys  in  the  Junior  and  Senior  Department  are  taken  to 
one  room,  while  the  girls  are  taken  to  another.  An  intro- 
ductory service  is  held  in  one  room,  while  the  pastor  is  conduct- 
ing the  service  in  the  other.  He  then  goes  to  the  second  room 
for  a  similar  service.  The  invitation  is  pushed  closely  and  as 
many  boys  and  girls  as  want  to  make  definite  decision  of  open 
discipleship  are  invited  to  come  to  the  front.  After  this  service 
all  the  names  are  taken  of  those  who  are  not  members  of  the 
church.  They  are  asked  if  they  desire  to  join.  Those  who 
express  such  a  purpose  are  then  separated  and  assigned  to 
trusted  workers,  who  call  on  their  parents.  If  consent  is 
given,  their  names  are  recorded  as  probationers.  Many  times 
the  parents  are  thus  interested,  drawn  into  attendance,  and 
ultimately  join. 

The  pastor  then  plans  to  spend  seven  or  eight  weeks  in 
giving  this  class  of  boys  and  girls  careful  explanation  con- 
cerning the  vital  belief  of  the  church  as  a  whole  and  of  the 
Methodist  Church  in  particular.  The  class  meets  on  Tuesday 
afternoon  at  the  close  of  school  and  remains  in  session  one 
hour.     The   following   subjects   are   discussed: 

The  Bible — Why  is  it  different  from  other  books  and  why  do  I  read  it? 

Who  is  a  Christian.?     How  can  I  be  a  Christian.'^ 

Why  should  I  join  the  Church.? 

What  does  the  Church  stand  for.? 

Why  was  it  organized? 

What  do  baptism  and  the  communion  stand  for? 

What  is  the  history  of  the  Methodist  Church? 


SUNDAY  SCHOOLS  AND  CHILDREN         319 

What  are  its  peculiar  doctrines? 

How  was  it  organized? 

Why  should  I  give  money  to  the  church? 

Why  should  I  pray? 

These  and  related  subjects  are  dealt  with  clearly  and  under 
as  simple  an  outline  and  with  as  many  illustrations  as  pos- 
sible. At  the  same  time  the  class  members  are  given  a  little 
book  which  presents  in  simple  language  the  belief  of  the  church. 
They  are  also  expected  to  read  carefully  and  to  pass  a  written 
examination  on  the  Catechism.  This  fits  them  to  be  intelligent 
advocates  of  the  church.  When  the  class  is  over  they  are  given 
fourteen  questions  to  answer  and  must  answer  nine  of  them  to 
pass.  If  they  fail  to  answer  nine  of  them  correctly,  they  must 
wait  another  year  and  join  with  the  next  class.  Those  who 
pass  are  received  into  the  church  and  are  presented  with  a 
beautiful  little  Testament  appropriately  inscribed,  designating 
the  occasion,  as  well  as  a  tasty  and  noteworthy  certificate, 
15x17  inches,  filled  out  artistically  like  a  school  diploma  and 
signed  by  the  pastor. 

On  the  morning  they  are  received,  they  dress  in  white, 
meet  together,  and  march  two  by  two  into  the  church.  The 
pastor  leads  the  way,  and  they  are  seated  on  the  front  seat. 
The  official  board  is  invited  inside  the  altar  railing,  while  the 
parents  of  the  children  are  invited  to  stand  back  of  their  own 
child. 

The  writer  prepared  a  simple  list  of  questions  to  ask  them: 
Why  Do   You  Believe  in  the  Bible? 

Because  it  has  helped  folks  through  the  past  years,  and  still  describes 

and  fits  my  needs. 
Why  Do  You  Read  the  Bible? 

Because  it  teaches  me  what  to  do  and  what  to  avoid. 
Why  Should  I  Obey  the  Directions  of  the  Bible? 

Because  it  pictures  the  way  to  grow  big  and  useful. 
Whose  Pictures  Do  I  See  in  the  Bible? 

Jesus,  the  Son  of  man  and  the  Son  of  God. 
What  is  a  Christian? 

One  who  serves  people  and  trusts  the  Father  as  Jesus  did. 
How  Can  I  Be  a  Christian? 

By  hearing  about  Jesus  until  my  love  spurs  me  to  be  like  him. 
How  Can  I  Know  what  to  Do? 

Jesus  left  his  Spirit  to  guide  me. 
Why  Do  You  Join  the  Church? 

To  show  that  I  am  proud  to  be  counted  Christ's  disciple,  and  to  make 

my  life  count  the  most. 
Will  You  be  True  to  the  Name  "Christian''  at  Work  and  Play? 

I  will,  as  Jesus  shall  show  me  the  way  and  help  me. 


320  CHURCH  PUBLICITY 

Will  You  Attend  Church  Regularly  and  with  Your  Whole  Heart? 

I  will  plan  to  do  so. 
Will  Yo2i  Pray  and  Read  the  Bible  Sufficiently  often  to  Feed  a  Healthy  Christian 
Life? 

I  will  try  to  thoughtfully  do  so. 
Why  are  Christians  Baptized? 

To  pledge  discipleship  and  claim  the  inflow  of  the  divine  life  at  an  exact 

time. 
Will  You  Expect  this  Life  to  Strengthen  You  when  Weak? 

Yes,  and  I  will  always  keep  fresh  God's  promises  of  help. 
Do   You  Believe  that  the   Teachings  and  Practices  of  the  Methodist  Church 
are  Backed  up  in  the  Bible? 

I  do  as  far  as  I  now  understand  it. 
Will  You  be  Loyal  to  the  Services  arid  the  Appointed  Pastor  of  Grace  Church? 

I  will  talk  and  act  loyally. 
Will   You   Think  Carefully  about  Giving  to  the  Church  and  the  Poor  One 
Tenth  of  the   Money  you   Receive? 

I  will  prayerfully  study  the  matter. 
Will  You  Endeavor  Noiv  to  Arrange  to  have  some  Money  to  Give  the  Church 
and  Increase  the  Amount  as  Fast  as   Yoti  Can? 

I  will  make  that  my  habit. 
Will  You  Love  Christ  and  his  Church  and  Always  Try  to  act  Accordingly? 

By  God's  help  I  will. 

At  the  close  he  extends  to  each  one  the  right  hand  of  fellow- 
ship, calling  him  or  her  by  name  while  every  member  of  the 
official  board  follows  him  and  does  the  same,  the  audience 
standing  meanwhile.  It  makes  a  very  impressive  scene  that 
enforces  the  responsibility  on  the  parent  and  helps  the  boys 
and  girls  never  to  forget  it.  Of  course  the  printed  matter 
given  them  is  taken  out  and  serves  as  a  constant  reminder 
both  to  them  and  their  friends  of  the  church  to  which  they 
belong.  Hung  in  a  frame  in  the  home  the  diploma  spurs  to 
high  living  and  inaugurates  church  conversation. 

Nothing  will  so  keep  alive  the  interest  of  the  boys  and  girls 
or  make  them  so  enthusiastic  in  their  advocacy  of  their  church 
as  to  give  them  something  to  do.  The  Y.  M.  C.  A. 
Training  -j^  Kansas  City,  Mo.,  last  fall  planned  to  carry  a 
piece  of  advertising  into  every  house  in  the  city. 
It  consisted  of  two  folders,  one  a  general  folder,  made  up  mostly 
of  pictures  in  regard  to  the  work  of  the  Association,  while 
the  other  dealt  particularly  with  the  night  school  work.  The 
city  was  divided  into  fifteen  districts.  Each  district  was 
assigned  to  a  competent  man  who  acted  as  captain.  These 
captains  found  out  just  how  many  houses  there  were  in  the 
district,  and  the  number  of  persons  that  it  would  take  to  call 
on  every  one  of  them  inside  of  an  hour  and  half.     It  took  three 


SUNDAY  SCHOOLS  AND  CHILDREN         321 

hundred  workers.  They  gathered  on  a  particular  evening 
and  were  assigned  to  their  streets,  and  went  out  to  accompHsh 
the  circularization  of  the  whole  city  in  one  evening.  Why 
could  not  a  similar  plan  be  carried  out  by  the  Sunday  school.^ 
Older  people  could  be  made  captains.  Younger  people  would 
accept  positions  as  assistants.  On  a  given  evening  a  piece  of 
printed  matter  could  be  put  into  every  house  in  the  town 
by  a  personal  caller,  who,  because  of  his  gentility  and  by  a 
previous  bit  of  training,  would  give  no  offense,  but  would, 
rather,  leave  a  good  impression. 

A  Denver  Sunday  school  cooperated  with  the  Epworth 
League  and  kept  open  house  in  the  church  parlors  during  the 
afternoon  and  evening  of  New  Year's  Day.  They  were  very 
proud  of  the  privilege.  Many  came  to  see  how  the  young 
folk  would  do,  and  thus  were  attracted  to  the  church,  and, 
of  course,  received  a  hearty  and  cheering  reception,  because 
the  young  people  could  give  no  other  kind,  as  they  had  their 
hearts  in  the  matter.  A  neat  little  card  bearing  a  picture  of 
the  church  in  pale  red  ink  was  sent  out  to  the  whole  member- 
ship, as  well  as  to  a  large  mailing  list,  with  the  following  words 
on  it,  printed  in  black: 


(3^rom  lino  to  Itti  f.  m. 


In  some  cities  it  is  permitted  to  paint  signs  on  the  sidewalks, 


322  CHURCH  PUBLICITY 

or  at  least  to  chalk  them.  Boys  who  are  peculiarly  artistic 
could  be  sent  out  into  different  sections  of  the  city  to  thus 
mark  the  sidewalk.  To  avoid  giving  offense  the  work  could  be 
done  in  the  front  of  houses  belonging  to  members  or  where  the 
owner  gave  consent. 

A  Missouri  Sunday  school  takes  its  periodical  literature  that 
is  returned  after  being  used,  stamps  the  name  of  the  school 
on  the  papers  and  puts  them  in  the  depot  in  a  box  marked, 
"Take  one  and  welcome."  People  who  are  held  up  for  an 
hour  or  two  thus  have  something  to  read,  and  naturally  are 
grateful,  and  hence  note  the  thoughtfulness  of  the  institution 
which  provided  for  their  need. 

The  teacher  of  Pierce  Bible  Class,  at  Rock  Rapids,  la., 
plans  to  have  his  scholars  distribute  every  winter  fifty  hyacinths 
among  the  shut-ins  of  the  town.  Everyone  who  calls  at  such 
a  house  will  be  shown  the  flower  with  the  glad  statement  that 
such  a  Sunday  school  sent  it,  and  the  pupils  themselves  will 
get  so  much  gladness  in  their  hearts  that  they  will  thus  be  made 
more  worthy  workers. 

It  has  long  been  the  custom  at  Grace  Methodist  Church, 
New  York  city,  to  present  every  member  of  the  Primary  and 
Junior  Department  a  geranium  on  Children's  Day.  This  is 
especially  appropriate  in  the  city  where  many  children  do  not 
get  away,  and  where  it  is  practically  always  possible  for  them 
to  keep  the  flower  during  the  summer  season  at  least.  One 
Bible  is  then  offered  to  the  boy  and  one  to  the  girl  who  brings 
back  the  most  healthy  plant  in  the  fall  which  is  the  product 
of  his  care.  Many  of  them  make  the  attempt,  and  the  fall 
display  is  a  notable  occasion.  Parents  show  all  callers  the 
Sunday  school  plant  and  point  out  progress  and  proudly 
give  evidence  of  the  child's  interest  in  that  school.  The  child 
also  thinks  often  of  the  school  and  church. 

Every  Sunday  school  and  young  people's  organization  should 
be  interested  definitely  in  supporting  a  foreign  missionary  of 
some  type  or  other.  Dr.  Durkee's  great  school  supports  Mr. 
and  Mrs.  Ralph  Harlow  in  Turkey,  and  notes  the  fact  that 
both  of  them  are  Christian  Endeavor  graduates.  Dr.  Durkee 
well  puts  under  their  names  the  words,  "Christian  Endeavor 
is  to  my  church  what  West  Point  is  to  the  United  States  army." 
Grace  Methodist  Sunday  School  pays  one  half  the  salary  while 
the  church  pays  the  rest  of  an  American  missionary  on  the 
island  of  Sumatra,  where  he  is  the  first  missionary  of  the  gospel 


SUNDAY  SCHOOLS  AND  CHILDREN 


3S3 


who  has  ever  located  there.  His  picture  is  kept  prominent 
in  the  Sunday  school  room.  At  one  time  during  a  campaign 
of  money-raising  for  his  support  a  certificate  of  stock  was 
issued,  as  follows: 


^SESS3S]K^  TEN  CENTS  ^j^MU:^ 


(Utttifmtt  of  #tock 

Sunday  School  Missionary  Society 

of 

Grace   Methodist    Episcopal   Church 
West  104th  Street 

Bet.  Amsterdam  and  Columbus  Avenues       New  York  City 

Ofljia  (dcttiftca 

REV.  W.  T  WARD 

Pcnyang,   Malaysia 

OUR  FOREIGN  REPRESENTATIVE 

TTtat  is  the  owner  of  one  share 

of  ten  cents  of  the.  Capital  Stock  of  Grace  Methodist  Episcopal  Sunday  School 
Missionary  Society  and  as  such  a  partner  in  spreading  God's  good  news  in  New  York 
and  America  and  in  the  support  of  the  Society's  foreign  representative,  W.  T.  Ward,  in 
Malaysia. 

Hn   IBitncaa  HljCrcnf,   The  said  Society  has  caused  this  certificate  to  be 
issued  by  its  duly  authorized  officers. 

The  S.  S.  Muaonaiy  Sodety  raiie*  faatitr 

$466.  for  the  above  purp>oses. 


'^grx?^mrig^-').i^itm!t)^a.k«m.:^g^ajk 


A  pastor  in  Oklahoma  arranged  for  a  chrysanthemum  exhibit 
in  his  church  by  contributing  plants  to  everyone  who  would 
apply  at  the  particular  period  when  they  should  be  planted. 
He  also  gave  a  pamphlet  with  printed  instructions,  without 
cost.  The  only  condition  made  to  the  recipient  of  the  plant 
was  that  all  the  plants  were  to  be  brought  to  the  exhibit  when 
the  date  was  finally  fixed,  which  was  at  a  time  the  plants  were 
in  fullest  bloom.  Admission  was  charged  at  the  final  exhibit 
and  that  easily  paid  all  expenses,  as  well  as  provided  the  awards 
for  the  best  blossom.  This  furnished  an  endless  topic  of  con- 
versation in  many  homes,  and  it  was  always  related  to  the 
church  which  has  the  industry  to  arrange  such  a  beautiful 
occasion. 

The  Rev.   A.   N.   Chapman,   pastor  of  Epworth   Mission, 


324  CHURCH  PUBLICITY 

Denver,  secured  a  number  of  vacant  lots  in  the  vicinity  of  his 
church  and  assigned  them  in  plots  of  40x60  feet  to  industrious 
boys  and  girls  who  applied.  Applicants  signed  a  statement 
agreeing  to  comply  with  the  rules  and  do  their  best  to  take 
good  care  of  the  plots  and  forfeited  the  space  in  case  they  were 
twice  absent  at  the  time  appointed  for  cultivating,  unless  a 
good  excuse  could  be  given.  The  church  is  located  among 
poor  people,  and  the  boys  and  girls  find  high  delight  in  their 
work,  and  at  the  same  time  are  learning  lessons  and  earning 
a  little  money. 

There   are   many   specific   organizations   for   boys   and   for 

girls  that  are  practical  enough  to  command  the  at- 
^°y^*  .  tention  every  place  in  some  form  or  other.  The 
tions^^^^"   Scout    and    the    Camp  Fire    Girls   movements    are 

everywhere  known. 
The  Knights  of  Methodism  is  a  boys'  organization,  com- 
bining the  lodge  feature  together  with  the  Scout  movement, 
and  a  vital  relationship  to  the  church  that  is  worthy  of  attention. 
It  is  built  around  the  life  of  Daniel,  and  has  three  degrees, 
with  appropriate  pledges,  regalia,  officers,  and  lodge  work  with 
sane  religion  worked  into  the  ritual.  The  first  degree  takes 
boys  from  nine  to  twelve,  and  is  called  "The  Order  of  Loyal 
Princes,"  while  the  next  includes  the  lads  from  thirteen  to 
sixteen,  and  is  called  "Victors,"  and  those  from  seventeen 
to  twenty  are  classed  under  "Lion-Hearted."  Each  boy 
wears  a  significant  ring  on  the  left  little  finger.  The  badges 
differ  according  to  the  order.  The  work  is  fitted  to  age.  Full 
particulars  can  be  gathered  by  writing  to  the  executive  officers 
of  the  Methodist  Brotherhood,  the  Board  of  Sunday  Schools, 
or  the  Ep worth  League. 

The  Rev.  J.  A.  Holmes,  of  Winfield,  Kan.,  a  specialist,  had 
his  Knights  parade  in  full  regalia  in  fine  military  form  with 
other  organizations  at  a  sane  Fourth  of  July  celebration,  as 
well  as  on  the  occasion  when  President  Taft  visited  the  city. 
They  made  a  fine  appearance  and  so  drew  attention  to  the 

church  they  represented. 
Character        Qj^^  ^f  ^j^g  finest  publicity  methods  the  writer 
for^Bo^ys^^    has  ever  discovered  is  a  series  of  questions  prepared 

for  boys  and  put  out  widely  to  catch  their  interest 
and  cooperation.  The  plan  opens  the  thought  life  to  the  re- 
ligious teacher  and  attracts  lads  in  a  memorable  way.  The 
advertising  bill  is  self-explanatory: 


SUNDAY  SCHOOLS  AND  CHILDREN         325 

FtO^yS     OIVLY 

Will  You  Win  One? 
rrize:   oon-test"    ror     boys 


X.  An  order  for  a  SUIT  OF  CLOTHES  to  be  made  to  measure  by 
Henry  A.  Ritchie  &  Co.,  tailors,  30  Church  Street,  will  be  presented  to 
the  boy  between  twelve  and  sixteen  years  of  age  who  gives  the  most 
satisfactory  answers  to  the  following  questions. 

2.  A  boys'  beautiful  GOLD-FILLED  $15  WATCH,  15  jeweled  and 
guaranteed  for  20  years,  furnished  by  "  Phesay,"  The  Jeweler,  868 
Amsterdam  Avenue,  will  be  presented  to  the  boy  giving  the  second 
best  set  of  answers. 

3.  The  best  made  boys'  FOOT-BALL  furnished  by  Alexander 
Taylor  &  Co.,  16  East  42d  Street,  athletic  supplies,  will  be  presented  to 
the  boy  giving  the  third  best  set  of  answers. 

THE     QUKSXIONS 

1 .  If  you  had  $1 ,000,  what  would  you  do  with  the  money  ? 

2.  How  does  your  best  boy  friend  spend  his  money  ? 

3.  Where  does  he  go,  and  what  does  he  do  to  have  fun? 

4.  How  did  you  spend  each  evening  last  week  ? 

5.  Why  would  you  like  to  visit  Washington,  D.  C.  and  what  would  you  be  interested  m  seeing 

there? 

6.  What  fights  and  quarrels  have  you  had,  and  why  ? 

7.  What  book  has  given  you  the  most  pleasure  in  reading? 

8.  What  things  do  you  like  and  dislike  about  your  boy  friend  ? 

9.  What  things  do  you  dislike  about  the  boy  whom  you  dislike  most? 

10.  Why  do  you  go  to  school  ?      (To  be  answered  by  school  boys.) 

1 1 .  Why  did  you  go  to  work?     (To  be  answered  by  employed  boys.) 

12.  What  bad  habits  tempt  boys  most  strongly? 

i 3.     Why  should  you  never  drink  anything  with  alcohol  in  it? 

14.  Why  should  you  be  grateful  to  your  parents? 

1 5.  What  do  you  mean  to  do  and  be  when  you  grow  up? 


THE    RULES 

Write  only  on  one  side  of  paper. 

Write  your  name,  address,  age  your  last  birthday,  and  whether  at  school  or  employed,  on  the  first 
sheet.     Do  not  put  your  name  on  any  sheet  contaming  your  answers. 

The  contest  is  limited  to  boys  over  their  twelfth  birthday  and  under  their  sixteenth  birthday. 

Answers  must  be  brief,  not  more  than  60  words  to  an  answer,  and  written  without  aid  from  any- 
one. They  must  be  mailed  by  October  16th  to  A.  A.  Jameson,  care  Y.  M.  C.  A.,  215  West  23d 
Street. 

After  the  names  have  been  detached  from  the  answers,  the  following  judges  will  carehiUy  examine 
them  and  choose  the  best : 

THE    JUDGES 

Mr.  E.  M.  McBrier,  of  the  firm  of  F.  W.  Woolworth  &  Co. 

Fire  Commissioner  Joseph  Johnson.  «    <-    a 

Mr.  A.  A.  Jameson,  Boys'  Secretary  of  the  Y.  M.  C.  A. 

Dr.  Edward  Stitt,  District  Superintendent  of  Public  Schools. 

Mr.  Frank  DeKlyn  Huyler,  President  of  Huyler  Candy  Co. 

The  best  replies  wiU  be  read  by  Rev.  Christian  F.  R«sner^  P;D-.d«p«lor  of  GRACE 
MEXHODIST  EIRISCORAL  C  H  U  R  O  H  ,  West  'tWth  Stfeet, 
between  Columbus  and  Amsterdam  Avenues,  at  the  Happy  Sunday  Evenmg  Service.  October  20lh. 
at  7:45  o'clock,  and  the  winners  will  be  announced. 


326  CHURCH  PUBLICITY 

This  was  printed  on  thousands  of  circulars  and  is  itself 
completely  explanatory.  In  Denver,  something  like  three 
hundred  replies  were  received.  In  New  York  it  came  at  an 
unfortunate  time  when  the  newspapers  were  filled  with  com- 
manding material,  and  hence  the  questions  were  reproduced 
in  only  one  paper.  Nevertheless,  a  large  number  of  boys  took 
part,  and  the  answers  were  full  of  enlightenment  concerning 
the  thoughts  and  ambitions  of  lads. 

The  rewards  were  worthily  bestowed,  and  subsequent  his- 
tory demonstrated  the  boys  to  possess  unusual  character  and 
ability.  The  first  prize  went  to  an  earnest-minded  lad  in 
another  church,  while  the  second  came  to  one  of  the  finest 
boys  anybody  ever  saw,  who  was  a  member  of  the  writer's 
church.  All  the  boys  talked  about  the  contest  and  came  in 
groups  from  all  over  the  city.  Naturally,  many  of  them 
brought  their  parents.  Ordinarily,  the  daily  papers  would 
have  played  up  the  questions  prominently.  The  managing 
editors  of  several  New  York  dailies  so  promised.  The  replies 
would  also  have  made  interesting  reading  in  public  print. 
In  Denver  the  replies  were  widely  quoted  by  the  public  press. 
Many  boys  talked  about  and  became  interested  in  that  church. 
It  can  be  appropriated  in  a  country  community  or  in  a  great 
city.  The  replies  also  suggested  what  kind  of  advertising 
would  reach  boys. 

We  must  retain  by  every  means  possible  the  enthusiastic 
cooperation  of  boys  and  girls,  for  they  are  the  best  possible 
publicity  agents. 


CHAPTER  XVI 

Attracting  Adults  to  Bible  Classes 

Laymen  do  most  of  this  kind  of  publicity  work.  They  care 
less  about  an  inherited    dignity.     They    use  snap  and  vigor. 

The  actual  attractions  are  depicted.  A  resistless 
L^ertyof  ^^^fi'i^ination  breathes  through  the  wording  of 
Laymen      their   invitation.     Some   things    are   almost   crude, 

but  better  that  than  lifeless.  They  naturally  have 
more  liberty  than  a  minister  and  can  do  things  that  he  dare 
not  do.  Ralph  Welles  Keeler,  one  of  the  assistant  editors  of  the 
Sunday  school  publications  of  the  Methodist  Episcopal  Church, 
furnished  the  writer  a  list  of  names  such  as  he  had  at  hand, 
who  were  pushing  adult  Bible  classes.  All  did  not  reply. 
The  movement  is  so  comparatively  new  that  the  material  is  not 
abundant.  Enough  has  been  gathered  however,  to  suggest 
remarkable  possibilities.  When  keen,  aggressive,  gifted  busi- 
ness and  professional  men  put  themselves  into  pushing  this 
department  of  church  work  something  is  certain  to  happen. 
One  of  the  best  proofs  of  the  power  of  publicity  lies  in  the 
fact  that  wherever  a  Sunday  school  class  has  had  an  enthusiastic 
Publicity  ^^^  determined  publicity  or  invitation  committee 
Upbuilds     it    has    built    up    the    class,  whether    the    teacher 

was  notably  gifted  or  not.  A  number  of  classes 
that  were  failures  became  successes  as  soon  as  effective 
publicity  methods  were  adopted.  The  movement  early 
put  a  premium  on  advertising  methods  by  giving  a  banner 
at  the  National  Convention  for  the  best  display  of  advertising 
matter.  The  class  must  have  some  attractions  and  *'play 
them  up"  forcefully.  A  remarkable  class,  both  in  attendance 
and  in  spirit,  is  the  Wesleyan  Bible  Class,  of  Chicago,  with 
Frank  C.  Wood  as  teacher.  They  announce  that,  while  their 
class  is  connected  with  the  Western  Avenue  Methodist  Episcopal 
Church,  it  has  on  its  roll  representatives  of  the  following 
denominations:  Baptist,  Calvinistic,  Methodist,  Christian, 
Christian  Science,  Congregational,  Episcopalian,  Free  Method- 
ist, Latter  Day  Saints,  Lutheran,  Methodist  Episcopal  (North), 

327 


328  CHURCH  PUBLICITY 

Methodist  Episcopal  (South),  Presbyterian,  Reformed  Episco- 
pal, Roman  Catholic,  Seventh  Day  Baptists,  United  Brethren, 
United  Presbyterian,  and  some  non-church  mem- 
^^^t?^  bers.  To  show  that  the  class  is  constantly  at  it. 
Letterhead  ^"^ong  the  memorable  events  listed  on  their  letter- 
head are: 

Assisting  a  classmate  through  school. 

Tug  boat  excursion  down  the  drainage  canal. 

Erecting  a  tablet  over  the  grave  of  a  classmate.  ^ 

Conducting  chapel  service  at  Joliet  Penitentiary. 

Raising  a  $100  Christmas  gift  for  the  Old  People's  Home. 

Dedication  of  our  summer  home,  "The  House  in  the  Woods." 

Sending  a  sick  classmate  to  the  mountains  in  quest  of  health. 

Baptism  of  the  children  of  many  of  our  members  in  the  class  room. 

Funeral  service  of  Nellie  E.  Goodrich  in  the  class  room,  in  the  evening. 

Sleigh  ride  to  Park  Ridge,  with  the  thermometer  twenty-five  degrees  below 
zero. 

Twenty-ninth  anniversary  (Absent  Members'  Year)  when  absent  members 
came  back  from  thirteen  States. 

Awarding  to  class  of  banner  for  best  exhibit  of  program  material  at  con- 
vention  of   International   Sunday   School   Association,   Louisville,    Ky. 

The  program  for  the  regular  session  is  announced  as: 

Song  service  and  musical  program — 3  to  3:20. 

Study  of  lesson 3:20  to  4. 

Social 4  to  (whenever  they  leave). 

Here  is  a  simple  program  outlined  on  a  card  sent  to  all  the 

members : 

Chicago,  April  3,  1913. 
Dear  Friend: 

The  lesson  in  the  Wesleyan  Bible  Class,  Sunday,  April  6,  will  be  "Jacob 
at  Bethel."  This  scene  on  the  Eastern  mountain  in  the  long  ago  was  the 
inspiration  of  the  writer  of  "Nearer,  my  God,  to  Thee." 

The  Paulina  Male  Quartet  will  sing  it.  Mrs.  Thomas  A.  Verdenens 
will  tell  the  story  of  its  authorship.  Edward  E.  Webb,  will  describe  how 
William  McKinley  made  it  the  sacred  national  anthem.  Miss  Lorena 
Fox  will  sing  a  prayer,  which,  if  answered,  will  bring  men  nearer  to  Cod. 
The  teacher  will  sum  up  the  lesson  by  comparing  a  verse  of  the  text  with 
a  verse  of  the  hymn.  At  the  close  Newton  I.  Thomas  will  lead  the  one 
hundred  and  seventy-five  present  in  singing  this  deathless  song. 

Yours  always, 

Frank  C.  Wood. 

There  are  six  hundred  and  seventy-five  members  enrolled. 
The  teacher  is  a  man  of  remarkable  gifts,  deep  consecration, 
and  tireless  energy.  The  class  spends  $300  a  year  for  adver- 
tising, and  yet  Mr.  Wood  expresses  his  conviction  that  little 
has  been  accomplished.  Emphasis  is  put  upon  the  fact  not 
only  that  they  teach  the  lessons,  but  about  it  there  is  a  cheering 


ATTRACTING  ADULTS  329 

and  interesting  atmosphere  with  the  promise  of  true  friendship. 
Mr.  Wood  says  a  name  once  placed  on  the  class  roll  is  never 
taken  off.  The  teacher  corresponds  regularly  with  about 
two  hundred  and  fifty  absent  members. 

In  1909  an  elaborate  program  was  provided,  while  all  the 
absent  members  were  invited  back  to  Chicago.  Many  of  them 
came  a  long  distance  or  else  timed  their  visit  to  Chicago  to 
be  present  at  this  auspicious  occasion.  Naturally,  every 
absent  member  who  hears  of  anyone  going  to  Chicago  will  be 
sure  to  tell  them  about  this  class,  where  they  not  only  fol- 
low them  up  while  they  are  there,  but  follow  them  with  cheer 
afterward.  This  class  built  a  headquarters  building  at  the 
Des  Plaines  Camp  Meeting  near  Chicago,  so  that  they  could 
have  their  rallies  in  the  park  and  also  gather  there  during  the 
camp-meeting  period. 

When  the  Rev.  L.  M.  Birkhead  was  assistant  pastor  at 
Grace  Church  he  arranged  a  series  of  addresses  by  prominent 
Attract* ve  ^^^  along  different  lines.  First  he  had  Edward 
Programs  Payson  Weston,  the  world-renowned  walker  pre- 
viously referred  to,  talk  on  "Exercise  vs.  Tonics," 
then  he  had  Willis  B.  Davis,  who  was  fighting  one  of  the  po- 
litical bosses  of  the  city,  speak  upon  "Clean  Politics,'*  and 
later  a  well-balanced  doctor  gave  an  address  on  "Social  Pur- 
ity." These  addresses  were  widely  announced  and  drew  the 
curious. 

The  Rev.  George  M.  Elsbree,  who  has  an  unusual  knack  for 
gathering  men  into  a  Bible  class,  emphasizes  special  topics 
of  present  vital  interest.  For  example,  one  Sunday  he  spoke 
upon  "Christian  Socialism." 

The  greatest  exponent  of  this  kind  of  adult  Bible  class  is 
the  Rev.  J.  Herman  Randall,  D.D.,  pastor  of  the  Mount  Mor- 
ris Baptist  Church,  New  York  city.  The  most  noted  men  in 
the  country  are  brought  to  this  class  to  speak  at  ten  o'clock. 
The  class  is  named  "Class  in  Applied  Christianity."  The 
chairman  of  the  Reception  Committee  is  Dr.  Edward  W. 
Stitt,  one  of  the  district  school  superintendents  of  New  York 
city,  and  a  leader  in  educational  lines.  Though  he  himself 
is  not  a  member  of  that  denomination,  yet  he  has  associated 
with  him  a  remarkable  group  of  men  who  help  make  this  class 
one  of  the  most  notable  in  the  country.  A  number  of  names 
and  subjects  will  be  selected  from  the  program  issued  for  three 
different  years. 


330  CHURCH  PUBLICITY 

The  first  list  contains  the  following  names  together  with 
subjects  of  those  who  spoke  between  October  16,  1910,  and 
May  28,  1911: 

"The  Problem  of  Wealth,"  Josiah  Strong,  D.D.,  LL.D.,  President  of 
the  American  Institute  of  Social  Service. 

"The.  Individual  in  Society,"  Franklin  H.  Giddings,  Ph.D.,  LL.D., 
Professor  of  Sociology,  Columbia  University. 

"The  Moral  and  Religious  Aspects  of  the  Immigration  Problem," 
Hon.  William  S.  Bennet,  LL.D.,  Representative  in  Congress  and  Member 
U.  S.  Immigration  Commission. 

"Religion  and  Higher  Education,"  the  Rev.  Marion  Leroy  Burton, 
Ph.D.,  D.D.,  President  of  Smith  College,  Northampton,  Mass. 

"The  Social  Influence  of  the  Teacher,"  William  H.  Maxwell,  Ph.D., 
LL.D.,  Superintendent  of  Public  Schools,  New  York  city. 

"The  Awakening  of  a  Great  City  in  Its  Social  Duties  to  the  Young,"  G. 
Stanley  Hall,  Ph.D.,  LL.D.,  President  of  Clark  University,  Worcester, 
Mass. 

"The  Church  and  the  Social  Transition,"  Walter  Rauschenbusch,  D.D., 
Professor  of  Church  History,  Rochester  Theological  Seminary. 

"The  White  Slave  Traffic,"  Mr.  James  Bronson  Reynolds,  Assistant 
District  Attorney,  New  York  city. 

"Religion  and  Social  Justice,"  Dr.  Stephen  S.  Wise,  Rabbi  of  the  Free 
Synagogue,  New  York  city. 

"Organized  Charity,"  Edward  T.  Devine,  Ph.D.,  LL.D.,  Schiff  Pro- 
fessor of  Social  Economy,  Columbia  University,  General  Secretary  of  the 
Charity  Organization  Society. 

"Our  Courts — A  Factor  in  Social  Service,"  Hon.  Warren  W.  Foster, 
Judge  of  the  Court  of  General  Sessions. 

"Influence  of  the  Press,"  John  Temple  Graves,  A.B.,  Editor  of  the 
New  York  American. 

"Elements  of  Success,"  Mr.  James  G.  Cannon,  President  Fourth 
National  Bank,  New  York  city. 

The  following  appear  on  their  program  for  October,  1911, 
to  May,  1912: 

"How  the  Worlds  Were  Made"  (Astronomy),  Harold  Jacoby,  Ph.D., 
Rutherford  Professor  of  Astronomy,  Columbia  University. 

"The  Story  of  our  Planet"  (Geology),  James  Furman  Kemp,  E.M., 
Sc.D.,  Professor  of  Geology,  Columbia  University. 

"Matter  and  Force"  (Physics),  Percy  Hodge,  Ph.D.,  Professor  of 
Physics,  Stevens  Institute  of  Technology. 

"The  Reign  of  Nature's  Law"  (Chemistry),  Charles  Baskerville,  Ph.D., 
F.C.S.,  Professor  of  Chemistry,  College  of  the  City  of  New  York. 

"The  Mind  and  its  Evolution"  (Psychology),  James  E.  Lough,  Ph.D., 
Professor  of  Experimental  Psychology  and  Methods,  Secretary  of  the 
Faculty  of  Pedagogy  and  of  the  Collegiate  Division,  New  York  Univer- 
sity. 

"The  Modern  Conception  of  Medical  Service  with  a  Retrospect," 
Richard  C.  Cabot,  M.D.,  Assistant  Professor  of  Clinical  Medicine  in  the 
Harvard  Medical  School,  Assistant  Visiting  Physician,  Massachusetts 
General  Hospital. 


ATTRACTING  ADULTS  381 

"Law  and  Social  Justice,"  George  W.  Kirchwey,  LL.D.,  Kent  Pro- 
fessor of  Law,  Columbia  University. 

"The  Meaning  and  Progress  of  Morality"  (Ethics),  John  Dewey, 
Ph.D.,  LL.D.,  Professor  of  Philosophy,  Columbia  University. 

"The  Evolution  of  Society"  (Sociology),  James  P.  Lichtenberger, 
Ph.D.,  Assistant  Professor  of  Sociology,  University  of  Pennsylvania. 

The  chairman  of  the  Committee  which  arranges  the  speakers 
is  a  physician,  J.  Gardner  Smith.  He  gives  a  great  deal  of 
personal  attention  to  the  matter.  He  distributed  with  great 
care  over  twenty-five  thousand  programs  announcing  one  list 
of  speakers.  In  a  personal  letter  he  says:  *'This  wide  ad- 
vertising has  drawn  many  thinking  people  to  the  church. 
One  thousand  men  and  women  from  the  city  and  suburbs 
have  registered.  The  average  attendance  is  about  four  hun- 
dred." 

Saint  Mark's  Methodist  Church  at  Brookline,  Mass.,  arranged 
the  following  topics  for  its  Men's  Bible  Class  (page  332).  \ 

When  a  good  feature  is  secured  there  must  be  a  method 
to  get  the  scholars  there.     The  great  Bible  class  at  Brazil, 

Building  ^^^'*  ^^/^^  ^^^  ^^i^^  "P  ^^  *^^  ^^^*  E.  C.  Wareing, 
the  Class  ^^^  which  was  one  of  the  largest  in  the  world, 
was  gathered  by  good  publicity.  Dr.  Wareing, 
writing  about  it,  said:  "At  the  head  of  the  Membership 
Committee  was  placed  the  chairman  of  Booster's  Club 
of  the  city.  They  adopted  the  slogan  *The  Largest  Men's 
Bible  Class  in  the  Largest  Sunday  School  in  the  World.'  They 
took  as  their  motto,  *Every  Man  Bring  a  Man.'  "  This 
Booster  then  devised  methods  to  publish  the  purpose  of  the 
class  and  draw  in  people  by  every  method  obtainable. 

The  Maximum  Bible  Class,  at  Forest  Grove,  Ore.,  where 
is  located  a  university,  has  a  committee  meet  all  trains,  and 
immediately  after  helping  newcomers  as  much  as  possible 
invites  them  to  the  class. 

W.  C.  Johnson,  who  has  a  wonderful  men's  class  in  Denver, 
has  three  automobiles.  He  frequently  starts  them  around 
town  Sunday  morning  and  stops  beside  any  man  who  is  walking 
along  the  street  aimlessly  and  asks  him  to  get  into  the  auto- 
mobile and  go  to  the  class.  He  frequently  starts  out  himself 
early  and  picks  up  two  or  three  loads,  takes  them  to  the  class, 
turns  them  over  to  his  Reception  Committee  and  goes  out  for 
others. 

The  Men's  Bible  Class  of  the  Memorial  Presbyterian  Church 


333  CHURCH  PUBLICITY 

MEWS  BIBLE  CLASS 

In  the  Auditorium  of  the  Church  each  Sunday,  12.15 


"  Ztt  pace  of  tfje  J^ihlt  in  iHlobern  Hilt " 

Oct.   13.  "The  Bible:  Studied.  Believed.  Obeyed." 

PRESIDENT  LEMUEL  H.  MURUN 

"      20.  ••  The  Message  of  the  PropheU." 

PROFESSOR  ALBERT  C.  KNUDSON 
"     27.  "  The  Bible  and  the  Religious  Press." 

DR.  E.  C.  E.  DORION 

Nov.    3.  "  The  Bible  and  Missions." 

DR.  WILUAM  F.  WARREN 

"      10.  "The  Bible  and  the  Busy  Man." 

DR.  DILLON  BRONSON 

"      17.  "  The  Bible  and  the  Spiritual  Life." 

DEAN  LAURESS  J.  BIRNEY 

"     24.  "  The  Ethic*  of  Jesus  in  the  Legal  World." 

N.  PERRY  SIPPRELLE,  ESQ. 

Dec.     1.  "Paul's  Message  to  the  Corinthians." 

PROFESSOR  WILLIAM  G.  AURELIO 
"        8.  "  The  Teaching  of  Jesus  at  a  Philosophy  of  Life." 

DEAN  WILLIAM  M.  WARREN 

"      15.  "  The  Bible  and  the  Home." 

DR.  CHARLES  S.  NUTTER 
"     22.  "The  Bible  and  Religious  Authority." 

BISHOP  JOHN  W.  HAMILTON 
«      29.  ••  The  Bible  and  the  Teaching  Function  of  the  Church." 

DR.  WILUS  P.  ODELL 


The  Class  is  in  charge  of  Dr.  Odell.  Opportunity  is  given 
at  each  session  for  an  open  discussion  of  the  subject  by  those 
present.     This  card  is  an  invitation  to  you  to  join  the  Clan. 


ATTRACTING  ADULTS  333 

in  Indianapolis,  Ind.,  leaves  an  invitation  in  every  hotel,  which 
contains  a  map  of  that  section  of  the  city,  including  the  hotel, 
marked  out  to  show  how  one  could  reach  the  church.  On  the 
other  side  of  this  invitation  are  the  words:  "A  Cole  Auto  will 
make  trips  from  the  Hotel  to  the  Church  between  9  and  9:30 
A.  M.  Those  who  miss  the  auto  are  referred  to  the  Diagram, 
herewith." 

Mr.  H.  Ralph  Steele,  the  teacher  of  the  Men's  Bible  Class  in 
Guelph,  Ont.,  tells  how  they  follow  up  folks  as  follows: 

Four  weeks  ago,  after  having  sent  invitations  to  two  or  three  of  our 
congregation,  we  arranged  for  six  men  in  the  class  to  call  on  these  men, 
one  each  day  in  the  week.  Personally  I  called  on  them  both  on  Saturday, 
and  found  that  they  had  appreciated  the  other  visits.  Both  these  men  are 
now  members  of  the  class,  and  have  not  missed  a  Sunday  since. 

That  kind  of  persistency  will  attract  any  man  worth  having 
in  a  Bible  class. 

Here  are  some  rather  striking  forms  of  advertising  to  draw 
St  ikinff  ^^  members.  It  is  not  all  worded  smoothly  and 
Cards  elegantly,  but  its  very  ruggedness  will  likely  make 

it  tear  its  way  into  memory. 

Class  No.  10  at  Broadway  Methodist  Episcopal  Church, 
Camden,  N.  J.,  is  full  of  energy.  Here  is  one  statement  in 
their  own  language: 

Nearly  200  Men  are  Members  of  Class  TEN.  We're  a  happy  bunch 
of  optimists!  Not  boasters  but  "boosters."  We're  after  200  more  MEN. 
Will  you  be  one  of  the  400?  It's  easy  to  join.  A  big,  brotherly  handshake 
and  a  broad  smile,  your  name  and  address  on  this  card — and — "there 
you  are."     "You're  one  of  us." 

Their  application  card  is  also  terse  and  notable: 

H  you  ever  get  discouraged  you  need  Class  10 

If  you  never  get  discouraged  Class  10  needs  you 
IS  THAT  so? 

THAT   IS   SO! 

It*s  up  to  me  to  join  Class  10,  Broadway  M.  E.  Sunday  School 

"The  Men's  Bible  Class  that's  Different." 

Name 

Address 


334  CHURCH  PUBLICITY 

They  print  a  card  3x5  inches,  which  is  widely  distributed, 
to  go  with  other  advertising  giving  "The  Booster's  Creed": 


The  Booster's  Creed 


I  am  a  Booster,  because  Boosting  createth 
optimism ;  and  optimism  causeth  a  man  to  wax 
joyful  with  much  smiling.  Smiling  is  a  tonic, 
and  the  big  brother  of  happiness. 

Boosting  hath  a  way  of  "  Getting  There  " 
with  its  hands  and  feet.  It  goeth  forth  in  the 
morning  with  determination  and  returneth  in  the 
evening  with  much  rejoicing — because  it  hath 
made  Good  while  the  Sun  Shone. 

Boosting  is  bully.  A  Good  Boost  handeth 
a  strong  wallop  to  a  Grouch  and  sendeth  Pes- 
simism to  the  Boneyard. 

Resolved,  I  will  Boost  most  for  the  things 
most  worth  Boosting,  and  the  greatest  of  these 
just  now  is  Class  No.  1 0,  Broadway  M.  E. 
Sunday  School.  Therefore  will  I  Boost  for  the 
"  Men's  Class  that's  different"  with  great  pleas- 
ure and  Earnest  Determination,  and  my  Boost- 
ing shall  know  no  limit. 


ATTRACTING  ADULTS  335 

They  divided  the  class  into  three  groups  called  the  red,  blue, 
and  white.  Each  member  of  the  group  was  given  a  card  colored 
according  to  the  group  to  which  he  belonged  and  printed  as 
follows : 

GLAD-U-KUM 

U-R-A  WHITE 

"On  Business  for  the  King" 

GET  YOUR  MAN 

The  Wesleyan  Bible  Class,  of  Chicago,  announced  one  of 
its  very  attractive  programs  as  follows: 

Remember  the   Hour 

2  O'CLOCK  2 

Abraham  on  the  Mountain. 

Frank  Winter  on  the  Violin, 
rank  Wood  on  the  Lesson, 
rank  Gunsaulus  on  the  Rostrum. 
All  of  us  on  the  job. 

Eat   Early  Gome  Promptly 

S    O'CLOCK    2 

(P,  S.  By  the  way,  the  average  attendance  per  Sunday 
tor  7  consecutive  Sundays  is  136.) 


336  CHURCH  PUBLICITY 

They  also  describe  a  very  strong  list  of  things  on  their  letter- 
head, under  the  word  "Advantages": 


Advantages 

If  you  are  in  trouble,   we   will  stand  by  you. 

If  you  are  sick,  we  will,  if  necessary,  care  for  you. 

If  you  move  away,  we  will  correspond  with  you. 

We  offer  you  a   hearty  fellowship  and  friendship. 

If  you  are  out  of  work,  we  will  try  to  get  you  a  place. 

If  you  are  a  stranger,  will   make  you  feel  at  home. 

If  you  are  without  a  place  to  stay,  we  will  find  one. 

For  your  physical  nature,  we  have  outings,  picnics,  and 
excursions. 

For  your  mental  nature,  lectures,  debates,  musicals,  and 
concerts. 

For  your  spiritual  nature,  Bible  study,  prayer  meetings, 
and  evangelistic  services. 

For  your  social  nature,  socials,  banquets,  reunions, 
parties,  and  the  teacher's  Friday  nights  "at  home." 


A  very  unusual  form  is  that  printed  by  the  Men's  Bible 
Class  at  Norwood,  O. : 


:7^.  MeNs' BIBle  (Class    , 

N'oRVV(M)I)  Ohio.  juNe  23,  1910 
Dear  Scholar: 

'|aSt  SunDi-y    Was  A  PraNner  SundAv— 145  \\^l^  IM^-sf'jU—Of  u  Mich 
yOu  weRe  onE-     Wc  wt-K  o;IAd  vol'  wer  tlu-ir-  Kuin  NcXt  SiiNMV.    . 

>>  ^>  I  !VI  Ro  r  t  A  !N  T  <^-  <^ 

X'Xt  ^T'NDAV  1- t'H  I  -St  su\  1   \    '1    h\!       N  1         1  'mii      Kj*'^t     > 

lLt.Mr\    I   hr.N.  thu'       ^      ^     ,i    U  ,  I    i      i  .  .         NOW 

GET  HIM."  l\tr%  ^^li^lAT"^    ,Rii!-fi,    |\MCL  ' 

We  WMt  \]  n>  t.  \I    >n     ^^        bli    I<\bi    ^       H      ^ 
kL  A,>vS  \mS  a:i  11  Sj   rtlso    if         i  t    oiir  tl    .   '         \% 


The  Standard  Publishing  Company,  of  Cincinnati,  O.,  issues 
postcards,  of  which  the  following  are  samples: 


ATTRACTING  ADULTS 


337 


ONE  OUT 

or  OUR 

SUNDAY-SCHOOL  CLASS 
LAST  SUIiPAY 

"Was  That  Somebody  You?" 

USTCN  TO  OUR  PLEAOINO. 

3on't  jCet  that  happen  Mgatn! 

we    WANT 

EVERY  MEMBER  PRESENT  EVERY  SUNDAY 


/tlpOKINTCRYOllAa. 


(AND 

BLE56ING 

wnxcoME 

TO  YOU 

THROUGH  

WOMmG 
WITH  THE  HAPPV  GROUP  C0MP06ING 

"^"VANT 


DONT  DISAIWINT 


3MIES>^HAND  SHAKES  ^CHEERY  GREETINGS 

FOREVamODY  nmsunDX/ 

TBAe  Occasion?- Why.  Its  RAIXY  DAY. 

Red  letter  day  for  our  school 

All  OFFICERS.TEACHERS  ANDPUPIIS  PRESENT 
llTTLE  PEOPLE.  BIG  PEOPLE  -ALL  PEOPLE 
Let  EVERY  MEMBER  BE  ON  HAND  EARLY 
Young  AND  OlO-MELP  MAKE  IT  A  GREAT  DAY 
Do  YOUR  LEVEL  BEST  TO  BR1N6  A  NEW  PUPIL 
Ask  YCUR  FRIENDS  AND  NDGHBORS  TO  cone  AIDNGl 
You  ARE  TME  ONE  WE  COUNT  ON  FOR  BIG  HELP 


WE  WANTYDTJ  -WE  NEEDYDU-WE  MUST  K 


CONE! 


COME! 


^E  PULL  TOGETHER 


end  Me  Your  Ear! 

The  best  thing  1  can 

possibly  tell  you  about  is 
our  splendid  Sunday* 
school  and  fine  class. 

But  say— corns  around  next  Suw- 
day,  and  let  u«  SHOW  yol 


v/e  never  kick  over 
the  traces 


WE  SURE  MISSED  YOU. 


338 


CHURCH  PUBLICITY 


P.J!jf  ^'T^  ^'^^^  ^\''  ^^  ^^^^  ^^P^d«'  I^-»  issues  a  unique 
certificate  to  new  members :  unique 


oS^^s  coupons:' ^'''''  '^'  ^°"°^"°^  ^"^  ''"'''='^^''  ^o  be  taken 


ATTRACTING  ADULTS  339 

J^Q  4  This  Coupon  to  be  retained  by  bearer  and  presented  to  the  Secretary  in  the 
r?gular  Class  Session,  on  Sunday,  April  Sixth,  1913,  at  12:10  o'clock,  P.  M., 
as  evidence  that 

I  WAS  THERE 

AT^  g  This  Coupon,  when  properly  punched,  will  insure  the  fortunate  owner  partic- 
ipation in  the  profits,  past,  present  and  future,  of  all  Side-Shows,  Shell 
Games  and  Class  Stunts  operated  by  the 

P.  B.  C. 

No  2  "^^^^  Coupon,  when  accompanied  by  One  Small  Red  Ticket,  costing  only 
Thirty-Five  Cents,  will  entitle  the  Hungry  Holder  to  a  Hilarious  Welcome 
to  the  Banquet  Hall,  and  a  Reserved  Seat  at  the  Festal  Board,  together  with  a 

Few  Things  to  Eat 

No.  1  "^^^^  Coupon  will  Admit  its  lucky  Possessor  to  the  Festivities  in  Celebration 
of  the 

THIRTIETH  ANNIVERSARY 

of  the  Pierce  Bible  Class,  the  Noise  whereof  will  begin  promptly  at  6:30  P.M., 
Tuesday,  April  1,  1913,  at  the  Methodist  Meeting  House,  Corner  of  Carroll 
and  Fifth  Streets,  in  the  Good  Old  Town  of  Rock  Rapids. 

The  All  the  Bible  classes  emphasize   the   social   life 

Social  strongly.  ^  Dr.  Rompel,  as  a  key  to  his  work,  prints 

^°^®  the  following  little  poem  that  trains  the  lips  to  smile : 

SMILE 

Smile,  brother,  smile! 

While  you  smile 

Another  smiles 

And  soon  there's  miles 

And  miles 

Of  smiles 

And  life's  worth  while 

If  you  but  smile. 

Smile,  brother,  smile! 

The  Rev.  James  N.  Eason,  D.D.,  has  had  one  of  the  most 
remarkable  experiences  in  gathering  in  new  members  at  North 
Church,  Columbus,  known  anywhere.  He  has  demonstrated 
the  power  of  a  social  atmosphere  to  get  hold  of  people.  In 
an  interview  printed  in  The  Christian  Advocate,  telling  about 
his  work,  through  which  he  took  hundreds  into  the  church,  he 
says: 

Each  Friday  night,  after  the  revival  service,  the  pastor  would  go  with 
his  boys'  and  girls'  club  and  young  people's  chorus  for  a  coasting  party. 
The  hour  thus  spent  proved  as  helpful  as  the  previous  hour  at  the  church. 


340  CHURCH  PUBLICITY 

for  this  not  only  enlisted  the  interest  of  the  children  and  the  young  people, 
but,  somehow,  aroused  the  interest  of  the  entire  church.  They  found 
their  pastor  was  a  real,  live  man,  whose  religion  was  for  every  day  in  the 
week  and  every  hour  of  the  day. 

Nothing  opens  the  heart  of  the  people  for  the  real  gospel 
of  Jesus  like  good  cheer  created  by  genuine  sociability. 

Dr.  Keeney  puts  out  an  attractive  card  5x2^  inches  for  a 
*'Corn  Roast"  for  boys  from  ten  to  eighteen.  It  is  on  a  yellow 
card  printed  in  green  ink  and  so  suggests  the  corn: 


CORN     ROAST 

ROMP  ROOM 

First  Methodist  Church 
Monday  Eve.,  Sept.  20 

AT  6:00  O'CLOCK 


SUPPER  PROGRAM 

Continuous  Performance  Rendered 
in  Front  of  the  Fire-Place 

Roast  Com 

Pie 

Fried  Chicken 

Trupie 

Johnny-Cake 

None  Such  Pie 

Popped  Corn 

More  Pie 


Admit  any  First  Church  boy  from  10  to  18  years 
old  who  presents  this  ticket  at  the  door  accom- 
panied  by   an  appetite,   and  give  him  a  seat  at 

THE  FIRST  TABLE 


ATTRACTING  ADULTS  341 

The  Wesleyan  Bible  Class,  Chicago,  announced  an  "All 
Fools  Social"  for  April  1,  1913.  At  the  beginning  they  say: 
"If  you  come  you  will  be  fooled,  and  you  will  be  if  you  don't." 
Then  it  announces  that  ten  people  will  relate  the  most  foolish 
thing  they  ever  did. 


ALL 

FOOLS 

SOCIAL 

MARCH  1 

••April  Fool!" 
We  Mean 

•*APRIL_1,"  1913 

Wesleyan  Bible 
Class 

Western  Ave.  and  Monroe  St. 

Fee,  13c.  Two  for  23c. 

DECKPTION  COIVINIITTEK 
KIGMX  OK  'ENI 

EVERY  ONEIs  asked  TO 
DRESS  IN  FOOLISH  COSTUME 

Lookoutforthepaint 


An  invitation  always  gives  an  opportunity  for  notable  adver- 
tising. Much  ingenuity  has  been  exercised  by  adult  classes. 
Some  have  done  the  work  with  water  colors.  Mr.  House- 
holder, of  Kansas  City,  gets  out  his  invitations  on  blue  print 
paper  like  the  architects  use  and  hence  can  make  designs  of 
unusual  quality.  These  invitations  are  made  to  fit  a  particular 
social  and  need  no  description  here.  Others  use  nobby  little 
sketches  instead  of  fully  spelled  words.  High  school  students 
can  demonstrate  their  "drawing"  power.  If  a  personal  note  is 
written  by  individuals  to  those  not  likely  to  attend,  the  im- 
pression is  strengthened. 


342  CHURCH  PUBLICITY 

The  Ep worth  Bible  Class  arranged  an  attractive  "Southern 
Social": 


"A    SOUTHERN    SOCIAL" 

will   be   held   Tuesday    Evening,   Nov.    22,    at   8  p.  m. 
in  the  Chapel  Class-rooms 

SOUTHERN  TABLEAUX    Negro  Cabin,  Blue  and  Gray,  Lee  and  Grant 
SOUTHERN  SONGS 

SOUTHERN  GAMES  -  -  For  Everybody  to  Take  Part  In 

SOUTHERN  REFRESHMENTS        Pumpkin  Pie.  Coffee  and  Hoe  Cakes 

All  for   10  cents 

SOLOS By  Thos.  R.  Williams,  R.  C.  MacDonald 

VOCAL  DUET.  Guitar  Accompaniment     Mr.  and  Mrs.  R.  C.  MacDonald 

CORNET  SOLO Paul  Selby 

READER 


You  will  be  counted  twice  if  you  bring  some  one  with  you 
ALL  MEMBERS  AND  FRIENDS  INVITED 


The  ink  and  paper  colors  were  appropriate  while  the  display 
was  compelling. 

The  Missionary  Education  Movement  recently  had  a  ban- 
quet in  New  York  city  for  officers,  members,  and  friends  of 
the  Home  and  Foreign  Mission  Boards  in  United 
Pla^ns^Lnd  ^^^^^^  ?"^^  Canada.  C.  V.  Vickery,  one  of  the 
Activities  secretaries,  sent  out  a  circular  letter  so  well  prepared 
that  one  thought  that  it  was  really  a  personally 
dictated  note,  in  which  he  stated  his  regret  at  the  fact  that 
the  recipient  was  not  present.  He  then  adds:  *T  am  inclosing 
an  extra  copy  of  the  program,  thinking  that  you  may  be  in- 
terested in  glancing  at  it,  and  especially  at  the  closing  para- 
graph giving  information  concerning  the  organizations  repre- 
sented." A  little  booklet  is  then  included.  It  gives  the  menu 
of  the  food  on  the  first  page,  with  the  program  of  speakers 
on  the  second.  Either  a  large  number  of  extra  copies  were 
printed  when  the  banquet  was  arranged  or  else  the  little  booklet 
is  a  reproduction.  Nevertheless,  this  little  personal  note  re- 
minding one  that  they  were  missed,  though  sent  to  hundreds 


ATTRACTING  ADULTS  343 

of  people,  yet  had  an  effective  result  in  compelling  folks  lo 
gather  up  the  facts  contained  in  the  booklet. 

The  worthy  church  directory  has  a  beneficial  effect  in  en- 
forcing responsibility  upon  members  who  would  not  ordinarily 
own  to  their  friends  that  they  were  members  of  a  certain  church. 
In  the  same  way  a  widely  scattered  publication  of  the  class  en- 
rollment gives  it  dignity  and  strength.  Class  No.  10,  of  Cam- 
den, puts  ten  members  in  a  squad  with  a  captain  in  charge. 
It  is  the  captain's  business  to  see  that  every  member  of  his 
squad  is  present  regularly.  If  absent,  he  is  to  send  some  one 
to  find  out  the  reason. 

A  number  of  classes  print  a  paper,  some  of  them  but  once 
a  year,  others  monthly.  A  few  take  care  of  the  weekly  church 
bulletin.  The  Epworth  Bible  Class,  of  Chicago,  issues  a  very 
remarkable  monthly  styled  The  Messenger.  The  first  pages 
are  given  up  to  class  news.  It  consists  of  twenty-four  pages; 
two  thirds  of  the  space  is  given  to  Chicago  Methodism.  The 
general  Chicago  "copy"  is  edited  by  the  Rev.  William  Bernard 
Norton,  an  expert  newspaper  man,  who  gathers  and  presents 
news  on  these  pages  that  would  do  credit  to  any  regular  church 
paper  in  any  denomination.  Such  a  paper  gives  standing  to 
the  class  which  backs  it.  No  ordinary  group  could  edit  and 
send  out  such  a  periodical.  It  is  able  to  make  its  own  announce- 
ments strong  when  they  appear  on  the  front  pages  of  a  paper 
that  people  are  bound  to  keep  because  of  its  news  value.  There 
could  be  no  better  publicity  method  than  such  a  sheet.  It 
would  be  a  fine  thing  if  in  many  churches  the  members  of  the 
adult  class  could  issue  a  paper  that  would  scatter  the  news 
to  all  the  church  membership  in  a  bright  and  appetizing  way. 
The  best  way  to  keep  interest  in  the  church  and  in  the  class 
is  to  retail  newsy  things  about  the  organization. 

The  First  Methodist  Church  of  Corinth,  Miss.,  received  a 
prize  for  the  best  group  picture  of  a  men's  Bible  class.  They 
reproduced  a  cut  of  this  group  picture  on  letterheads  and  on 
souvenir  post  cards.  It  makes  a  very  strong  impression  when 
one  notes  how  many  men  of  brains  and  influence  are  found  in 
the  class. 

The  Epworth  Bible  Class  holds  an  annual  Memorial  Day 
service  on  the  Sunday  set  apart  nationally  for  that  purpose, 
but  they  honor  the  members  of  the  class  who  have  died  during 
the  year.  They  also  give  the  names  of  class  members  who 
have  lost  dear  ones  during  that  period.    On  one  such  occasion. 


344  CHURCH  PUBLICITY 

Bishop  John  H.  Vincent  spoke  on  "Grant  as  I  Knew  Him." 
Other  suitable  speakers  and  subjects  can  always  be  secured  for 
special  seasons. 

All  the  teaching  in  the  Adult  Bible  Classes  will  count  for 
little  unless  thay  are  trained  to  do  something  to  relieve  suffer- 
ing on  earth.  Nothing  will  develop  men  like  actual  contact 
with  weighty  problems  and  needy  folk.  The  Bloor  Street 
Presbyterian  Church  Men's  Bible  Class,  of  Toronto,  Canada, 
supports  a  native  preacher  in  China  and  pushes  the  Pocket 
Testament  League  locally. 

The  Wesleyan  Bible  Class,  at  Chicago,  regularly  visit  the 
penitentiary  at  Joliet,  HI.  They  furnish  a  complete  program 
for  the  prisoners.  Here  is  an  illustration  of  one  which  they 
carried  out:  First,  a  piano  solo;  then  a  beautiful  and  appealing 
"reading,"  a  cornet  solo,  a  sacred  duet,  a  violin  solo,  closing 
with  "The  Holy  City,"  sung  by  a  young  prisoner  soon  to  be 
discharged,  while  the  whole  audience  joins  in  the  chorus, 
together  with  the  thirty-five  pieces  in  the  orchestra  made  up 
of  prisoners. 

One  of  the  excellent  features  of  this  service  is  the  remarkable 
descriptive  letter  sent  to  every  member  who  was  not  present 
and  to  the  more  than  two  hundred  who  live  in  scattered  places 
on  the  earth,  picturing  the  setting  and  service.  Mr.  Wood 
is  a  master  hand  at  word-painting,  using  simple  and  striking 
language  that  makes  the  heart  thrill  with  sympathy  for  this 
great  company  of  unfortunates. 

When  the  flood  occurred  in  Ohio  this  class  immediately 
arranged  to  answer  the  appeal  with  clothing,  groceries,  and 
money. 

Some  have  criticized  the  Rev.  J.  T.  McFarland,  D.D.,  one 
of  the  greatest  Sunday  school  editors  our  country  has  ever 
seen,  because  he  inaugurated  a  set  of  social  service  subjects 
for  the  Sunday  schools  that  want  to  take  them  up.  There 
ought  to  be  some  way  for  relating  the  vital  problems  of  the 
Now  through  the  teaching  of  the  Bible.  It  is  not  sufficient 
for  us  to  be  thoroughly  posted  in  the  Scripture.  Its  study 
ought  to  drive  everyone  to  some  form  of  good  Samaritan  work. 
No  adult  class  can  thrive  healthily  unless  it  finds  an  outlet 
for  the  teaching  in  actual  service.  Men  and  women  will  have 
confidence  in  and  turn  to  a  church  with  advocacy  and  support 
which  helps  people  and  movements  in  a  practical  way. 


CHAPTER  XVII 
Drawing  Nonprofessors  into  Revival  Meetings 

A  District  organization  of  a  certain  denomination  in  Ohio, 
consisting  of  81  churches,  with  4,700  members,  with  property 
valued  at  $500,000,  held  16,200  services,  with  6,050 
A  Wasted    sermons,  and  incidental  expenses  of  $50,000,  and  did 
ment  ^^^  have  a  single  convert  in  a  year.     At  five  per 

cent  the  $500,000  would  have  accrued  $25,000. 
That  amount  added  to  the  running  expenses,  would  equal 
$75,000,  which,  together  with  the  time  of  4,700  members,  to 
say  nothing  of  the  pastors,  was  given  for  a  year  without  making 
one  single  new  disciple  for  the  kingdom.  Such  returns  are 
inexcusable. 

Nothing  will  so  advertise  a  church  as  a  vital,  life-changing 
revival.  When  such  a  meeting  is  held,  where  wrongdoers  are 
straightened  out,  the  unhappy  are  gladdened,  and  the  idle 
and  wasteful  are  put  into  the  way  of  efficient  living,  the  com- 
munity is  bound  to  hear  about  it. 

It  is  easy  to  become  formal  in  our  religion.     We  may  philoso- 
phize so  logically  that,  consciously  or  unconsciously,  we  will 
lose    sight   of  the   inexplainable,    if  not     mystical 
^®.  power  which  comes  through  proper  methods  in  a 

Power^  revival,  to  convict  and  transform  men  and  women. 
We  have  become  too  final  and  exact  in  our  expla- 
nation of  religion.  Christian  Science  has  commanded  a 
following,  in  many  instances,  because  men  want  a  religion 
which  is  inexplicable;  they  want  some  kind  of  mystery.  They 
expect  a  power  that  cannot  be  altogether  explained  by  the  mind. 
Hence  the  unreason-able  statements  of  Mrs.  Eddy,  and  the 
intangible  name  given  to  God,  draw  out  a  certain  kind  of 
faith.  We  cannot  explain  religion  to  the  last  degree,  because 
we  are  finite  and  he  is  infinite.  There  is  a  power  back  of  the 
mere  decision  of  the  will  which  can  break  old  habits,  renew 
vision,  enliven  the  dead,  cleanse  the  stains,  and  lift  feet  out  of 
miry  clay  on  to  the  solid  rock. 

345 


346  CHURCH  PUBLICITY 

As  Harold  Begbie,  in  his  Souls  in  Action,  says :  "Christianity 
must  be  unwaveringly  and  authoritatively  declared  by  its 
representatives  to  be  a  miracle-working  religion;  a  religion 
able  to  cleanse  the  heart  and  convert  the  soul  of  even  the 
most  degraded  human  being,  or  its  inevitable  tendency  will 
be  toward  the  unprofitable  region  of  speculation.  Christianity 
is  either  superhuman  or  a  mere  guess." 

In  this  busy  day,  revival  services  are  needed  as  never  before. 
Time  has  to  be  set  apart  for  unanimous  thinking  along  a  certain 
line.  Varied  interests  endeavor  to  crowd  out  the 
Revival  consideration  of  religious  matters.  Leaving  out 
Needed  ^^  account  the  promise  of  the  Master,  "If  two  of 
you  shall  agree  concerning  a  thing,  you  shall  have 
it,"  there  is  also  the  psychological  fact  that  where  many  minds 
think  along  the  same  line  an  atmosphere  of  rare  impressive- 
ness  is  created.  The  Catholics  enforce  the  rights  of  religion 
through  the  forms  provided  for  Lent.  The  Episcopalians  also 
push  forward  the  claims  of  the  gospel  by  special  services  and 
enforced  sacrifices  for  the  same  period.  Publicity  work  must 
establish  the  necessity  of  revivals  to  get  the  backing  of  believers 
and  the  attention  and  interest  of  the  doubter. 

When  devout,  hungry  hearts  gather  for  blessing  that  they 
may  pass  on  to  others  they  are  certain  not  to  be  disappointed. 
As  Charles  G.  Finney  wrote:  "The  connection  between  the  right 
use  of  means  for  a  revival  and  a  revival  is  as  philosophically 
sure  as  between  the  right  use  of  means  to  raise  grain  and  a 
crop  of  wheat." 

The  prime  purpose  of  such  a  meeting  is  to  get  nonprofessors 
to  openly  own  allegiance  to  Christ.  That  fact  is  often  lost 
sight  of  by  spending  days  in  whipping  church  mem- 
Advertise  |3gj,g  ^j^(j  bemoaning  the  small  attendance.  This 
a  eviva  j^^jpg  harden  the  few  unattached  ones  who  do  attend 
and  confirms  their  careless  coldness.  The  best  method  to  warm 
a  church  is  to  advertise  a  revival  and  then  immediately  go  after 
men  and  women  to  secure  their  open  allegiance  to  Christ. 
It  will  require  specific,  determined,  unswerving  work.  As 
Luther  said,  "The  Lord  is  a  good  worker,  but  he  loves  to  be 
helped." 

An  important  part  of  that  work  is  publicity.  To  advertise 
a  revival  js  to  create  expectancy,  and  expectancy  is  a  form  of 
faith.  It  is  not  God's  fault  if  results  do  not  come.  Work  of 
the  right  kind  will  bring  men  to  open  discipleship  as  certainly 


REVIVAL  MEETINGS  347 

as  work  of  the  right  kind  will  bring  a  crop  to  the  farmer.  Of 
course  he  must  fit  his  seed  to  the  soil  and  climate.  So  must  the 
church  and  its  preachers. 

The  question  of  names  is  important.  That  must  strike  into 
experience  or  in  some  way  reach  the  heart  life.  Dr.  J.  Lewis 
Hartsock  called  a  special  series  "Gospel  Cheer  Services."  The 
Rev.  Lucius  H.  Bugbee,  D.D.,  pastor  of  Center  Methodist 
Church,  Maiden,  Mass.,  announced  his  campaign  as  "A  Con- 
ference for  the  Deepening  of  Christian  Life."  The  writer 
has  always  employed  the  phrase  "Revival  Meetings."  This 
term  takes  it  for  granted  that  everyone  is  normally  God's  son, 
and  whether  they  have  merely  grown  cold  and  given  up  alle- 
giance, or  whether  they  have  not  yet  openly  owned  it,  they  are 
in  the  state  where  they  need  to  have  a  revival  of  normal  ^nd 
vital  life.     It  also  suggests  refreshing  times  and  happiness. 

A  companion  phrase  also  came  into  shape  that  seems  to  be 
effective.  Here  it  is:  "Warm-up-the-heart  Revival."  As  a 
rule,  the  words  "revival  meetings"  appear  alone,  and  under- 
neath it  the  words,  "Warm-up-the-heart."  This  is  specially 
appropriate  in  winter  when  the  words  "warm  up"  can  be  played 
out  in  large  letters  while  "the  heart"  is  in  small  type.  People 
are  sure  to  read  it. 

Member's  The  Ypsilanti  Methodist  Church  prepared  the 
Pledge         following  pledge  before  the  campaign  was  launched: 


Will  you  voluntarily  sign  and  preserve  this  Personal  Pledge  ? 

Barring  sickness  and  unforeseen  circumstances,  I  pledge  myself 
to  be  present  at  at  least  eight  of  the  twelve  services  of  this  series 
and  as  many  more  than  this  as  I  am  able. 

Signed — - - 


The  writer  has  sometimes  employed  the  following  form: 

Prayer  League: 

/  agree  to  unite  with  my  pastor  and  other  members  of  the  league,  morning, 
noon,  and  night,  for  a  revival  of  religion  in  this  church,  and  will  also  sus- 
tain the  special  services  by  my  attendance  and  cooperation  to  the  best  of 
my  ability. 

(Signature) 

These  printed  forms  keep  the  matter  clearly  before  the  minds 
of  the  members  who  must  be  the  best  backers. 


348  CHURCH  PUBLICITY 

It  is  well  to  hold  apart  the  same  period  of  the  year  for  the 

series  of  meetings.     The  people  look  forward  expectantly  and 

make    their    plans    accordingly.     The    writer    pre- 

Time  empts  January,  usually  from  two  to  three  weeks. 

It  is  then  possible  to  announce  it  many  times  during 

the  year  and  thus  keep  it  in  the  mind  to  be  talked  about. 

When  the  New  Year's  greeting  is  sent  out  a  reminder  of 
the  meetings  is  included  if  not  contained  in  the  body  of  the 
greeting.  Here  is  a  section  of  the  letter  sent  for  the  1913 
meetings : 


The  annual  Revival  meeting  begins  January  12th.  It  will  be 
a  time  of  blessing.  Our  attitude  and  action  will  say  how  much. 
Suppose  we  settle  it  to  sacrifice  for  three  weeks.  The  subjects 
are  workaday  ones.  There  will  be  no  evangelist  but  the  pastor. 
He  is  no  longer  new.  Professor  De  Loss  Smith,  long  associated 
with  Dr.  Schofield,  a  great  evangelist,  will  lead  the  singing.  We 
will  have  a  fine,  new  book.  The  results  are  in  the  hands  of  the 
members.     "What  will  we  do  ? 

May  I  suggest  ?  Pray  expecting  something.  Do  it  much. 
Come  every  single  night.  Settle  that.  Invite  some  one  every 
day  to  become  an  open  disciple.  "Write  personal  letters.  Scatter 
advertising  invitations.  Attend  stocked  with  pointed  remarks  on 
the  subject.  Push  every  possible  thing  aside  and  do  this  one  thing. 
I  know  you  will.      God  is  expecting  it. 

Together  then  we  go  to  victory. 

In  the  King's  name, 

Your  well  wishing  friend, 


'@^<iCixA)W 


p.  S.  It  will  greatly  cheer  the  pastor  if  you  are  at  the  first  Communion 
•ervice  (Jan.  5th.  at  11).  Sermon:  "Does  God  Need  Me!"  At  7:43  the 
Chicago  Ladies'  Quartet  play.    Prayer  meeting  Wed.  evening,  7:30  to  8: 1 5. 

The  result:  "And  the  Lord  added  to  the  church  dail^  such  as  should  be  saved.  " 

Acts  2:47. 


The  Rev.  Frank  Albert  Domer  uses  a  suggestive  method 
as  follows: 


REVIVAL  MEETINGS  349 

Forty  Days'  Campaign 

then  a  little  later: 

Our   aim:  Forty  accessions  to  the  church.     Forty  new  members    for 
Sunday  school.     Forty  regular   attendants   at    the  midweek 
Methods       service.    Forty  average  attendants  in  each  of  the  men's  Bible 
classes. 

It  is  well  to  set  a  goal.  The  writer  has  often  announced  a 
certain  number  of  members  to  be  secured  by  the  campaign. 
Such  a  goal  arouses  ambition  and  starts  people  to  work  who, 
when  thus  awakened,  will  so  enjoy  it  that  they  will  not  cease. 

The  question  of  an  evangelist  is  a  big  one.  Usually,  his 
coming  opens  the  way  for  a  kind  of  publicity  otherwise  impos- 
sible. As  a  rule,  the  pastor  should  be  his  own  evangelist.  It 
is  too  common  to  dodge  this  responsibility  and  so  miss  the 
sweet  fruitage  that  comes  from  that  line  of  activity.  Some 
pastors  call  in  neighboring  ministers,  and  then  help  them  in 
return,  as  the  farmers  did  in  the  old  wheat-day  harvest  time. 

It  is  at  any  time  legitimate  and  necessary  for  the  one  who  is 
managing  the  campaign  to  allow  his  good  and  dependable 
personal  traits  to  be  employed  in  the  publicity  work.  The 
chapters  on  "The  Newspaper's  Cooperation  Secured,"  and 
"Paid  Newspaper  Advertising"  discuss  the  use  of  that  medium, 
while  the  chapter  on  "Outdoor  Advertising"  shows  how  effec- 
tively such  a  medium  can  be  used  for  best  publicity. 

When  the  pastor  himself  is  the  evangelist  there  are  many 
methods  that  insure  variety,  introduce  the  personal  element, 
and  arouse  workers.  The  plan  described  in  Workable  Plans 
for  Wide- A  wake  Churches  is  still  used  by  the  writer,  and  works 
better  than  ever  before.  It  will  fit  any  kind  of  a  community. 
Captains  are  appointed  for  each  evening  of  the  week.  Divisions 
of  the  membership  are  assigned  to  each  captain.  In  this  way 
the  whole  membership  is  put  to  work  under  a  different  captain. 
This  leader  and  his  group  are  then  made  responsible  for  a  par- 
ticular week  night.  It  is  their  business  to  secure  the  attendance 
of  every  member  of  the  church  in  that  particular  group.  They 
have  charge  of  the  first  half  hour,  say  from  7:45  to  8:15.  The 
pastor  meanwhile  is  out  calling.  The  audience  is  praying  ex- 
pectantly for  him.  When  he  comes  in  it  is  ripe  for  his  work. 
Each  one  of  the  group  works  to  make  that  particular  group  the 
best  in  attendance  and  spirit.  Thus  scores  of  publicity  agents 
are  talking  about  the  meeting  and  inviting  others  there.  In 
addition,  they  send  out  postal  cards  to  all  the  members  and  urge 


350  CHURCH  PUBLICITY 

each  member  to  bring  some  one  else.  This  work  alone  warms 
their  hearts.  Their  interest  is  aroused  for  that  particular 
meeting,  and  thus  a  good  atmosphere  is  created.  They  find 
the  way  to  work  and  keep  at  it. 

Here  is  a  post  card  sent  out  by  one  of  the  groups  in  Grace 
Church  urging  all  the  members  of  that  group  to  attend  on  a 
particular  night.  It  is  well  worded  and  will  serve  as  a  sample 
of  the  others : 


Group '*T  to  Y"  Grace  M.  E.  Church 

The  special  meetings  at  Grace  Church  begin  on  January  1 4th, 
and  will  be  held  each  evening  (except  Saturday)  at  7:45  P.  M. 
You  are  urged  to  evidence  your  interest  in  the  real  work  of  our 
church  by  regular  attendance  at  each  service,  but  particularly  to  be 
present  on  Friday  evening  January  26th,  when  our  group  will  be 
in  charge  of  the  service.  Pray  earnestly  for  the  uplifting  of  our 
membership  and  the  salvation  of  others,  invite  your  friends  to  attend, 
write  to  others,  lay  aside  social  matters  during  this  season  of  refresh- 
ing, attended  regularly  ALL  the  meetings,  consecrate  your  talents 
to  His  Service  and  "  be  a  channel  of  blessing  to  others." 

Our  pastor  expects  your  helping  presence. 

Remember  the  hour,  7:45  P.  M.,  and  enjoy  the  song  service 
and  special  music  each  evening.  Bear  in  mind  the  blessings 
received  in  last  year's  services,  and  expect  a  season  of  blessed 
victory.     With  your  aid  it  will  be  realized. 

Can  He  depend  on  you  ?        CHAIRMAN,  GROUP  T  TO  Y  " 


In  these  groups  lies  much  possibility  for  personal  publicity. 
The  name  of  the  captain  can  be  given  and  his  business  and  a 
fact  or  two  about  his  religious  experience.  A  unique  feature 
such  as  the  singing  of  some  boy  soloist,  or  the  playing  of  a 
violinist,  may  be  put  forward  for  a  particular  night. 

In  the  same  way  two  nights  of  the  week  may  be  assigned  as 
follows:  Give  one  to  the  men  and  one  to  the  women.  Let 
the  two  groups  see  which  can  secure  the  larger  audience.  At 
such  a  meeting  in  Kansas  City,  Kan.,  the  men  undertook  to 
get  ninety-nine  present  to  sing  Mr.  Sankey's  hymn,  "The 
Ninety  and  Nine." 


REVIVAL  MEETINGS 


351 


Will  You  Be  One 


-OF  THE- 


/V\^n  to  Stng  Sankey's 
Song 

"Tlie  Ninety  and  Nine " 

AT  THE 

London  Heiglits  M.  E.  Church, 

I5tK  and  Garfield 

Wednesday  Evening,  Jan.  10,1906 

Bring  your  Gospel  Hymns  containing: 
the  song. 


At  least  once  a  week  the  writer 
announces  a  special  talk  to  men. 
He  then  conducts  the  usual  serv- 
ice and  has  somebody  present  who 
can  take  charge  of  the  women  for 
an  after-meeting.  The  men  are 
requested  to  stand,  and  as  soon  as 
they  do  so  are  directed  into  an- 
other room.  Here  an  introduc- 
tory testimony  meeting  occurs. 
The  unsaved  man  is  asked  to 
speak  freely  about  his  attitude 
and  reason  for  less  definite  de- 
cision. Men  will  testify  in  this 
kind  of  meeting  in  the  warmth  of 
a  revival  campaign  that  will  speak 
at  no  other  time.  Others  will 
stand  for  prayer  who  could  not 
be  brought  to  decide  in  a  mixed 
service.  In  the  same  way  a 
strong  appeal  can  be  made  to  the 
ladies. 

The  Friday  night  service  is  always  dedicated  to  the  Sunday 
school.  Teachers  are  urged  to  bring  their  classes  and  sit 
with  them  in  a  body.  Often  the  whole  class  will  go  to  the 
altar,  and  the  two  or  three  who  are  not  out  and  out  will  be 
brought  into  a  clear  pathway. 

Cottage  prayer  meetings  are  very  effective  as  a  preparatory 
method.  The  committee  in  charge  of  a  specific  one  should  be 
furnished  with  all  the  names  of  members  within  reach  of  that 
location,  as  well  as  prospective  members.  They  should  then 
issue  a  personally  written  postal  card  to  everyone.  In  the 
"group  plan,"  described  already,  cottage  prayer  meetings  were 
held  and  the  names  were  assigned  to  a  selected  committee  with 
the  promise  that  this  committee  would  write  an  invitation  with 
pen  and  ink.  At  times  they  agreed  to  see  or  telephone  the 
individuals  of  their  group.  During  the  second  week  of  the 
regular  meetings  those  who  had  not  attended  the  first  week 
were  carefully  followed  up  personally. 

The  Rev.  Alexander  G.  Bennett,  pastor  of  the  Methodist 
church,  Salina,  Kan.,  carried  revival  meetings  into  neighbor- 
hoods by  the  following  plan: 


352  CHURCH  PUBLICITY 


Neighborhood 
REVIVAL  MEETINGS 

WEST  SIDE 


The  Pastor,  Alexander  G.  Bennett, 
will  speak  during  the  week,  Febuary  4-7, 
as  follows: 

Tuesday,  7:30,  at  the  home  of  Mr. 
and  Mrs.  J.  H.  WRIGHT,  431  South 
Eleventh.  Subject:  "Unspotted  Peo- 
ple." 

Wednesday,  7:30,  at  the  home  of 
Mr.  and  Mrs.  O.  F.  GROSS,  227  South 
Eleventh.      Subject:  "The  Poor  Made 

Rich." 

Thursday,  7 :30,  at  the  home  of  Mr. 
and  Mrs.  A.  B.  COWDEN,  209  South 
Baker.  Subject:  "Lost  by  One  Law- 
Point." 

Friday,  7:30,  at  the  home  of  Mr. 
and  Mrs.  W.  M.  MORGAN,  609  State 
street.       Subject:     "Can    Faith  Alone 

Save?" 


Every  Methodist  in  West  Salina  is 
urged  to  attend.     Bring  your  friends. 

Revival   Meetings 

will  begin  in  the  church,  February  10. 
Please  keep  in  mind  when  making  your 
engagements. 


The  North  Avenue  Methodist  Church  in  Pittsburgh  turned 
over  one  evening  to  be  advertised  by  the  Girls'  Club,  and  they 
issued  the  following  invitation: 


REVIVAL  MEETINGS  353 


THE  GIRLS'  CLUB 

of  the 

North   Avenue   Methodist   Episcopal   Church, 

cordially  invites  you  to  attend  the 
Revival  Services  at  the  Church, 

Friday^  Evening,  January  the  nineteenth, 

nineteen  hundred  and  twelve 

The  Club  will  have  a  special  part  in  the  meeting 

Special  Music 

DAINA   THOMPSON,  President 
MILDRED  LONG,   Secretary 


The  pastor  of  a  church  in  a  small  New  York  town  announced 
similar  cottage  prayer  meetings  at  various  homes,  named 
with  the  subjects,  as  follows:  "Special  services  to  be  held  during 
Lent  in  Brant,  N.  Y.,  and  vicinity."  The  subjects  were  like 
the  following  ones: 

"Self  vs.  Christ  as  Saviour." 

"The  Happiness  of  Hunger." 

"The  Duty  and  Advantages  of  Confessing  Christ." 

"Excuses." 

"A  Great  Salvation  and  Its  Neglect." 

While  in  Kansas  City  the  writer  followed  the  plan  of  holding 
a  cottage  prayer  meeting  at  the  home  of  a  new  convert.  He 
tried  to  arrange  for  a  number  of  congenial  people  to  gather 
and  thus  strengthen  the  young  disciple  in  his  own  home. 

Neither  the  pastor  nor  the  evangelist  can  do  all  the  work. 
Mass  movements  are  now  impossible  without  the  cooperation 
of  personal  workers.  They  are  excellent  publicity  agents. 
They  are  necessary  also  if  a  real  revival  is  to  be  assured.  "Billy" 
Sunday  always  leaves  behind  him  a  remarkable  force  of  indi- 
vidual persuaders.     A  group  of  such  men  in   Wichita,  Kan., 


354 


CHURCH  PUBLICITY 


formed  themselves  into  an  organization  and  carried  on  a  cam- 
paign in  all  the  nearby  country  schoolhouses  and  churches. 

Personal  workers'  training  classes  are  indispensable:  Many 
will  do  service  along  this  line  if  given  some  help.  The  writer 
prepared  hundreds  of  cards  containing  Bible  answers  to  objec- 
tors and  distributed  them  in  the  audience.  This  offered  a 
seeker  help  and  furnished  a  worker  with  ammunition. 


OBJECTIONS  ANSWERED 

Too  many  hypocrites  in  Church:  Matt.  23, 15 ;  Job  20, 5. 
Christians  are  inconsistent :  Rom.  H,  J0-X3. 
Christians  have  treated  me  badly :  Rom.  J  2,  19;  Isa. 

59,  J849. 
I  am  indifferent :  Rom.  J4,  7 ;  Matt.  25,  4J-46. 
I  am  troubled  with  doabts :  John  8,  J2 ;  John  7,  J7. 
There  is  no  God? :  Psa.  J3,  J  ;  Rom.  J,  28-3 J. 
No  one  knows  about  the  future:  J  Cor.  2,  9- J  J. 
God  is  not  just  to  create  and  damn:  Eccl.  7, 29;  2  Pet.  3,9. 
I  will  have  another  chance:  Rom.  2, 2-4;  Luke  J0,J2-J6. 
My  trouble  is  a  peculiar  one  :  2  Cor.  9,  8 ;  Rom.  J,  J6. 
I  used  to  be  a  Christian,  but  am  not  now  :  Jer.  2,  I3  ; 

Luke  22,  32  &  62. 
I  can  do  as  much  good  out  of  the  church  as  in  it :  Matt. 
JO,  32-33;  Mark  16,  17;  Acts  16,  J8. 
Some  other  time  will  do  :  2  Cor.  6,  2;  Joshua  24,  15. 
I  am  good  enough:  Isa.  64,  6 ;  Rom.  3,  23. 
I  must  have  a  good  time :  Luke  16,  25 ;  Eccl.  11,9. 
I  cann  live  a  Christian :  Phil.  4,  13 ;  I  Cor.  JO,  J3. 
I  can't  hold  out:  John  10,  28;  Isa.  4J,  JO. 
How  can  I  be  saved?:  Isa.  J,  J 8!;  Rom.  JO,  JO. 
I  don't  feel  saved:  Psa.  37,  3;  I  John  5,  9- J 2. 
What  wiU  help  me?:  Heb.  JO,  25;  John 5, 39;  Phil.  4, 6. 


GRACE 


METHODIST 
EPISCOPAL 


CHURCH. 


West  104th  Street,  between  Amsterdam  and  Columbus. 


New  York. 


REVIVAL  MEETINGS  355 

A  wise  pastor  invited  in  a  prominent  man  and  issued  the 
following  invitation  to  the  men  of  the  community: 

Hon.  D.  F.  Anderson,  well-known  Youngstown  attorney,  converted 
during  Billy  Sunday's  meetings,  will  speak  to  men  only,  at  the  First 
Methodist  Church,  Sunday,  February  26,  at  2:30  p.m.  Other  men  of  the 
Youngstown  Personal  Workers'  League  will  assist.     Come. 

In  Denver,  when  people  were  not  able  to  gain  admission  to 
the  Gipsy  Smith  meetings,  a  plan  was  evolved  to  secure  the 
attendance  of  the  unconverted.  Special  tickets  were  provided 
and  distributed  to  workers  which  they  were  to  give  to  the 
unconverted.  These  tickets  admitted  people  thirty  minutes 
before  the  general  opening  of  the  doors. 

Two  methods  are  employed  to  secure  the  enrollment  of  the 
large  Sunday  night  audience.  Two  weeks  before  the  special 
meetings  begin  an  enrolling  card,  with  a  small  lead  pencil 
attached,  is  distributed  to  everyone  in  the  audience.  A  strong 
personal  plea  backs  the  request  that  every  individual  in  the 
house  jSll  it  out. 


I  am  a  Member  of  a 

Church  in  New  York  City 

Name 

Address  - 

(Give  the  local  name  as  well  as  denomination) 

I  am  a  Member  of  a 

Church  Outside  of  New  York  City 

Name 

Address  ■ -      .    . 

Name  of  Church 

(Give  Town  and  denomination) 

I  am  Not  a  Member  of  a  Church 

Name  —  — 

Address  - 

356  CHURCH  PUBLICITY 

It  always  has  been  the  writer's  custom  to  conduct  a  careful 
canvass  of  the  neighborhood.  Since  the  men  work  during 
the  day  ladies  were  selected  for  that  purpose.  It  might  not 
be  amiss  to  ask  the  men  to  take  charge  of  some  sections  of 
territory,  doing  the  work  at  night  and  thus  seeing  which  brought 
in  the  best  results.  The  names  that  are  promising  are  called 
on  personally  by  the  pastor.  Those  that  give  some  promise 
are  kept,  and  to  each  one  is  mailed  a  personal  letter  inviting 
them  to  the  service.  Dr.  Keeney  always  keeps  a  mailing  list  of 
two  to  three  hundred  men,  secured  personally  and  handed  in 
by  friends.  The  writer  often  during  the  meeting  furnishes 
blank  cards  to  the  audience,  asking  them  to  write  the  names 
of  friends  they  would  like  to  have  invited. 

After  the  meetings  are  going  for  a  week  or  so  the  whole  audi- 
ence is  canvassed  by  stated  workers,  who  push  their  way  through 
the  pews,  speaking  to  every  individual,  while  the  audience  sings. 
They  undertake  to  get  those  who  are  not  members  of  some 
church  in  the  city  to  sign  one  of  the  blanks  on  the  following 
prayer  card : 


I  am  a  church  member  in  New  York  city,  and  desire  prayer 
that  I  may  do  better  service  for  Christ. 

Name - - 

Address — . 

I  am  a  Christian,  but  not  yet  a  member  of  a  church  in  New 
York  city,  and  desire  prayer  that  I  may  follow  the  commands  of 
Christ. 

Name 

Address - - - 

I  am  not  a  Christian,  and  desire  your  prayer  that  I  may  soon 
become  an  open  disciple. 

Name - - 

Address - - - _ 


REVIVAL  MEETINGS  357 

These  names  are  then  consistently  and  persistently  followed 
up.  Another  pastor  assigns  a  selected  list  of  five  or  six  to  two 
people,  who  pledge  to  tactfully  and  steadily  follow  up  these 
individuals  in  the  effort  to  bring  them  to  open  confession. 
They  may  write  letters,  send  tracts,  or  secure  the  cooperation 
of  others  in  reaching  them.  They,  however,  pledge  themselves, 
by  God's  help,  to  cease  working  only  when  these  people  openly 
avow  themselves  as  disciples. 

The  Rev.  F.  L.  Stewart,  D.D.,  of  Elyria,  O.,  has  prepared  a 
blank  which  he  distributes  during  his  meetings  in  which  people 
make  definite  application  for  membership  in  the  church.  He 
then  follows  them  up  carefully. 

The  Rev.  A.  Edwin  Keigwin,  D.D.,  of  West  End  Presbyterian 
Church,  New  York  city,  gives  the  invitation  in  a  public  audience 
for  those  who  will  pledge  to  join  the  church  at  the  next  com- 
munion. He  has  them  stand  or  raise  their  hands,  and  then  by 
a  wise  follow-up  system  holds  them  to  their  promise. 

The  wording  of  the  subjects  is  very  important.  It  is  easy 
to  make  them  cheap  or  absurd  as  well  as  prosy.  Both  things 
must  be  guarded  against.     Here  is  a  cheap  set: 

«    u..     J.  Mr.  Excuse  Me,  Please. 

Tir,?i*^o+o^  The  Devil's  Hoodoo  Parlors. 

Illustrated  Local  Train  to  Hell. 

"The  Wall  around  Hell"  is  not  altogether  objectionable,  and 
yet  it  is  a  little  crude.  It  is  well  to  strike  out  subjects  that  are 
likely  to  attract  certain  classes.  On  the  next  page  are  three 
cards  that  illustrate. 

Dr.  Luce,  of  Cleveland,  has  worded  a  set  which  are  pertinent 
and  yet  dignified  enough  to  satisfy  the  most  critical,  as  follows : 

The  Power  of  the  Gospel. 

The  Sigh  of  the  Soul  for  a  Vision  of  Christ. 

Wisdom  in  Soul- Winning. 

Run,  Speak  to  that  Young  Man. 

What  Must  I  Do  to  be  Saved.? 

Varieties  of  Spiritual  Manifestations. 

The  Sin  that  Can  Never  Be  Forgiven. 

The  Wages  of  Sin. 

Meeting  God. 

The  Riches  and  Poverty  of  Christ. 

The  Prime  Importance  of  Definite  Decision. 

The  Time  to  be  Saved. 

What  Shall  a  Man  Give  in  Exchange  for  His  Soul? 

The  Rev.   Clarence   S.   Long,   of  Philadelphia,   announced 


358 


CHURCH  PUBLICITY 


Home  Memories 

will  be  the  subject  tonight.  Thursday,  Jonuaiy  25th,  7:43,  at  the  Wanorup. 
the-Heart  revival  at  Grace  Methodist  Church.  W.  I04tk  St.,  Bet.  Amtteidun 
and  Columbus.  Large  chorus  choir.  Duet  by  two  little  girls,  Mrs.  Passover, 
soloist.     Tomorrow  (Friday)  subject:-  "Feelings  in  Religion.*  Children's  chonu 


PASTOR-EVANGELIST 


After  DBath  Wliat  ? 


Only  the  slugcard  and  brainless  never  think  about  It.  Consider  It  with  ut 
at  the  closing  Revival  service,  7:45  P.  M.  February  2nd.  The  Thomas  Ju- 
bilee Chorus,  professional  and  well  trained,  will  sing.  Two  robed  Choirt 
assist  in  heart  warm  peoples'  singing.  100  new  members  will  join  the 
church.  Where?  Grace  Methodist  Episcopal  Church,  W.  104,  Bet.  Amster. 
dam  and  Columbus.  Christian  F.  Reisner.  At  11  A.  M.  baptism  of  Infants 
and  Communion  service.  Short  talk  on  Protestant  Sacraments.  Saturd(> 
■Ighi,  Davauli  Concert  Co.  and  Motion  Pictures.  Watch  next  Sunday. 


REVIVAL  MEETINGS  S59 

the  following  under  the  general  subject,  "In  the  Shadow  of  the 
Cross": 

Judas  Iscariot. 

Simon  Peter. 

Herod  and  Caiaphas. 

Pilate. 

Jesus  Christ. 

With  this  he  announced  as  follows : 

Each  sermon  illustrated  with  beautiful  stereopticon  pictures,  showing 
Tissot's  and  other  great  painters'  conceptions  of  the  events  of  the  Passion 
Week. 

The  Rev.  James  Maywood  announced  his  subjects  as  follows: 
But  a  Step  Between  Me  and  Death. 
The  Great  Peace. 
The  Great  Fear. 
Running  Past  the  Signals. 
Lost — The  Sense  of  Sin. 
Brain  Paths. 

Dr.  Woolston  has  suggested  the  following  strong  topics: 


ILLUSTRATED      SERMONS 

EAST  BAPTIST  CHURCH,  Girard  and  East    Columbia   Avenues 

THE  GREAT  SINNERS  OF  THE  BIBLE 

Monday  Night,  February  13 — Pharaoh,  the  Hard  Hearted  Sinner 


Tuesday 

Wednesday 

Thursday 

Friday 

Saturday 


14 — Absalom,  the  Smart  Sinner 

1 5 — Belshazzar,  the  Social  Sinner 

16 — Judas,  the  Sinner  Against  Light 

1 7 — The  Penitent  Thief,  the  Sinner  in  Prayer 

18 — Testimony  Meeting 

The  Lewis  Singers  Assisting 


Pictures  which  preach.       Pictures  which  will  live  in  memory.       Pictures  that  make  plain. 
Come  and  see  them.       You  and  you     family  will  be  made  welcome 

Meetings  for  50  Nights  Winter  of  191 1 

Look  on  the  Other  Side  of  This  Card  and  Think  it  Over 


The  writer  has  counted  it  wise  to  put  subjects  in  the  fewest 
possible  words.     Here  are  some  he  has  used: 


360  CHURCH  PUBLICITY 


"Fool,  this  night  thy  soul  shall  be  required  of  thee' 
"Lay  up  for  yourselves  treasures  in  heaven" 

Revival  Meetings — Now-a-day  Subjects 


vUjAiLuJ^  D-  D- 


WEEK  OF  JANUARY  12 

Poor  People 

Sunday,  7.30  P.  M.— Mad  Swearers  Mk.  14,  66-72 
Monday— Drinking  Men  -  -  -  Prov.  23,  29,  30 
Tuesday — Society  Servers  -  -  -  Ex.  32,  6 
Wednesday— Lying  Dodgers  -  -  Mat.  27,  24 
Thursday — Tomorrow  People  -  -  Acts  24,  25 
Friday— Stingy  Folk  -        -        -        John  12, 1-6 

WEEK  OF  JANUARY  19 

Rich  People 

Sunday,  7.30  P.  M.— Church  Members.  Eph.  2, 18-22 
Monday — Money  Spenders  -        -  Luke  12,  33 

Tuesday— Hard  Workers  -  -  Luke  19,  16,  17 
Wednesday— Friend  Makers     -        -  Phil.  4,  1-3 

Thursday— Real  Socialists  -  -  -.  Mat.  23, 8 
Friday — Sensible  Optimists  -        -  Rom.  8,  31 

Sunday,  7.30— Rewards  After  Death    -    2  Cor.  5,  10 


REVIVAL  MEETINGS 


361 


HAPPY  ? 


*Sij  when  it  is  6aished  bri.igeth  forth  death*  James  1.15. 


REVIVAL   MEETINGS 


Jan.  12th.  to  Peb.  2nd.  at  7:45. 


W£EK  OF  JAN.   1 2th. -CAUSES  of  Misery  > 

SUNDAY:   II   A.  M.  Sermon. 

7:45  "Future  Punishment".  Luke  1 3.  27. 
MONDAY:   "Money"   Mat.  26.  14-16. 
TUESDAY:  "Pleasure"  2  Pet  2.  13. 
WEDNESDAY:  "Habits"  Rom.  6.  16. 
THURSDAY:  "Doubt"  Jno.  18.  37-38. 
FRIDAY:  "Careless"  Luke   12.  19. 

WEEK  OF  JAN.  I9ih.  -A  BETTER  Way.  : 

SUNDAY:   1 1   A.  M.  Sermon. 

7:45  "Who  Is  Guilty  r  James  4,  17. 
MONDAY:  "Rich"  Mat.  6.  20. 
TUESDAY:  "Happy"  Rom.  14,  22. 
WEDNESDAY:  "Free"  Jno.  8.  36. 
THURSDAY:  "Immortal"  2  Tim.  4.  8. 
FRIDAY:  "Responsible"  Rom.  2.  6. 


WEEK  OF  Jan.  26«i.— how  f 

SUNDAY.    MAM.  Sermon. 

7:45  "Pardon  For  Sins"  I  Jno.  I.  9. 
MONDAY:  "Serve"  Mat  20.  9. 
TUESDAY    "Hearty"  Luke  10.  27-28. 
WEDNESDAY:  "Pledged"  Joshua  24.  15. 
THURSDAY:  "Trust"  Psm.  37.  5. 
FRIDAY:  "Talented"  Mat.  25.  15. 

SUNDAY.  February  2nd.   II  A.  M.  Sermon. 
7:45  "After  Death  what>"  Rev.  20, 


GRACE  SS?  CHURCH 


Winifh    Bet  Amsterdam  «( 
.  IU4lll,   and  Columbus. 


Electric  Si^n" 


SUufci^A^^a^^ 


Pastor — 
Evangelist 


DelossSmitli.^'^as 


WARM  UP 

the  heart 


LARGE  CHORUS 

CHOIIL 


When  Dr.  R.  D.  Hollington  was  pastor  of  Saint  Paul's 
Church,  Toledo,  he  prepared  a  suggestive  form.  The  plain 
announcement  on  the  outside  drew  one  easily  to  look  on  the 
inside  for  further  facts.  The  card  was  so  folded  that  the  two 
ends  came  together  in  the  middle  of  a  picture  of  the  church 
covering  the  whole  front.  In  other  words  when  the  card 
was  opened  one  half  the  church  was  on  each  side  of  the  opening 
lid.  The  words  at  the  top  were,  "This  church  will  open  for 
you  every  evening  in  January." 

Much  skill  can  be  shown  in  preparing  the  folder  which  carries 
the  subjects.     It  is  usually  unwise  to  put  anything  on  the 

outside  that  will  betray  the  contents.  In  this  day 
Typical  ^j^^  people  we  want  to  reach  will  often  throw  away 
nients^^^' the  folder  if  it  announces  on  the  outside  that  it 

tells  about  a  revival  meeting.  One  year  the  pastor 
employed  the  following  form,  which  is  cheap  and  possible  to 
everyone : 


^62 


CHURCH  PUBLICITY 


"DoD't  be  a  tomorrow  man" 

WARM 

R 

UP 

ciS" 

1                                    "THE  HEART" 

it  in 
mind 

1    HOW? 

•                   January  8th  to  22nd  1911 

(Inside  Irrformitlon ) 

}                                        (Inside  inrormation) 

Another  year  he  secured  a  very  sweet  picture  of  two  children : 
a  Httle  boy  is  holding  two  apples  behind  his  back,  while  he 
says  to  the  other  little  lad,  "Choose."  This  word  "Choose" 
aptly  formed  a  motto  for  the  campaign,  and  yet  it  did  not 
here  suggest  religion.  It  was  a  sweetening  picture,  however, 
and  prepared  the  way  for  thoughts  about  religion. 

One  year  the  church  spirit  was  approached  by  the  folder 
which  was  marked  on  the  outside  by  three  "cuts,"  and  under 
each  was  put  the  proper  designation  "The  Speaker,"  "The 
Singer,"  "The  Place,"  and  the  word  "Now."  That  was  all 
that  was  put  on  the  outside.  Naturally  people  would  be  curious 
to  know  what  was  inside. 

Dr.  Caswell  issued  a  solemnizing  form  for  a  greeting  at 
Christmas  time.     It  was  as  follows: 

Merry  Christmas 

and 

Happy  New  Year 

Christ  Day 

My  Gift  Day 

What  Shall  I  Give  my  Lord? 

Mother — Father — Sister — Brother^Children 

Shall  all  be  remembered  and  my  Lord  forgotten? 


REVIVAL  MEETINGS 


363 


~  OLD    ff{Sh(l0^i£D- 


HE  GAVE  HIMSELF  FOR  ME 

"I  gave  my  life  for  thee. 

My  precious  blood  I  shed. 

That  thou  might  ransomed  be. 
And  quickened  from  the  dead; 

I  gave,  I  gave  my  life  for  thee. 

What  hast  thou  giv'n  for  me?" 
"As  for  me  and  my  house,  we  will  serve  the  Lord." 
The  writer  prepared  a  form  which  commanded  attention 
because  the  question  arose  as  to  how  it  was  created.     It  was 
headed  "How're  your  habits?'*     As  it  suggests  use  along  many 
lines,  it  is  reproduced: 

India  ink  was  used  on 
clear  white  paper  for  the 
original  copy.  From  this  a 
zinc  etching  was  made. 
The  writer  handed  one  to 
a  successful  pastor.  He 
read  it  over  and  called 
after  the  one  who  had  given 
it  to  him:  **Here,  do  not 
go  away.  You  will  need 
your  copy  to  give  it  to  the 
printer."  That  illustrated 
the  feeling  of  most  people 
when  they  received  it.  It 
looked  to  them  as  though 
it  was  an  original  form 
prepared  to  turn  over  to  a 
printer  to  be  imitated  in 
display  form  in  regular  type. 
In  the  same  way  the  writer 
has  prepared  postal  cards 
and  letters  in  his  own  hand- 
writing. At  one  time,  ten 
thousand  were  sent  out. 
One  or  two  who  were  stran- 
gers to  the  pastor  tele- 
phoned in  that  they  had  received  the  personal  note  and  others 
stopped  him  on  the  street  to  repeat  the  same  word. 

Thirty  thousand  photograph  post  cards  showing  the  * 'Gipsy" 
origin  of  Gipsy  Smith  were  prepared  just  before  he  came  to 
Denver.     Under  the  picture  was  this  description : 


RCVIV/IL 

GRACr 

W/IRM   UP 

pirsroif-fvntjKtMsr  


CHURCH  PUBLICITY 


Born  in  a  gipsy  camp.  Unable  to  read  at  17.  Preaching  to  thousands 
at  20.  Guest  of  King  Edward  at  Coronation.  18,000  heard  him  in 
St.  Louis. 

On  the  other  side  was  an  announcement  of  the  Gipsy  Smith 
meeting  with  this  postscript:  "Mail  this  to  a  friend." 

Clough  Methodist  Church,  in  Denver,  prepared  a  Httle  blue 
tag,  234xlM  inches,  announcing  the  revival  meetings.  These 
were  put  on  the  children  at  school,  who  were  glad  to  wear  them 
home,  and  thus  a  real  announcement  was  made  that  was  not 
easily  forgotten. 

Professor  L.  D.  Eichhorn  is  a  noted 
composer  of  music.  He  aided  the  writer 
at  special  meetings  while  in  Denver. 
He  furnished  a  hand  sketch  of  a  new 
song.  From  this  was  made  a  large 
sheet  "cut."  The  song  was  then  printed 
and  distributed  in  all  the  neighborhood. 
At  the  top  were  the  words,  *'Try  this 
on  your  piano."  At  the  bottom,  the 
revival  meetings  were  announced.  Nat- 
urally, many  people  kept  it  because  it 
was  a  free  sheet  of  music  with  real 
life  and  art  in  the  music  itself.  They 
could  not  play  it  without  being  re- 
minded of  the  revival  meetings.  Its 
very  presence  on  the  piano  and  in  the 
home  made  it  effective  as  an  advertis- 
^  ^     ing  medium. 

Briefly  worded  cloth  banners  were  placed  on  the  sides  of 
street  cars.  These  can  be  noted  in  the  chapter  on  "Outdoor 
Advertising." 

If  the  church  is  located  near  a  factory  or  mill,  doubtless 
arrangements  could  be  made  with  the  management  so  that  the 
envelopes  containing  the  pay  of  the  employees  could  be  fur- 
nished by  the  church.  On  these  envelopes  would  appear  a 
pointed  announcement  of  the  services. 

It  is  easy  to  secure  stickers  on  which  Scripture  is  printed  to 
be  put  on  all  mail  sent  out  by  business  houses.  Western 
cities  advertise  carnivals  effectively  that  way.  If  it  is  a  union 
revival,  many,  if  not  all,  of  the  merchants  would  agree  to  put 
announcing  stickers  on  their  letters  and  even  on  the  packages 
sent  to  customers.   Laundries  may  be  furnished  bands  for  shirts. 


o ^ 

REVIVAL 

Clough  M.  E.  Church 

W.  First  &Katamath 

BEGINNING  MAR.  8 

MISS 

inezLBatGhelor 

EVANGELIST 

J.R.  Edwards,  Pastor 

COME 


REVIVAL  MEETINGS  365 

It  would  be  easy  to  prepare  little  board  signs  to  be  nailed 
on  the  fences  throughout  the  country  districts.  Have  a  stencil 
made  and  plane  off  pieces  of  boxes.  Nail  them  up  while  on 
business  or  pleasure  trips  in  the  country. 

Scores  of  methods  may  be  employed.  The  world  has  no 
patent  on  any  plan  that  in  itself  is  right,  which  succeeds.  It  is 
foolish  to  announce  a  revival  meeting  and  then  blame  God 
because  only  a  few  of  the  faithful  attend.  It  does  no  good 
to  scold.  It  is  a  waste  of  time  to  bemoan  the  fact  in  prayer 
or  exhortation.  Vigorous,  fitting  publicity  methods  will  bring 
an  audience.  If  an  audience  is  secured,  where  the  church  is 
hungry  for  revival,  and  the  members  are  willing  to  spend  them- 
selves to  the  limit  in  personal  work,  consecration,  prayer,  and 
thoughtful  planning,  the  revival  is  sure  to  become  a  fact,  and 
sheaves  will  be  garnered,  the  angels  will  be  gladdened,  the 
church  strengthened,  and. God  be  glorified.  Alert,  energetic, 
purposeful,  sanely  directed  modern  advertising  would  insure  a 
revival  to  many  churches  and  communities  because  the  other 
conditions  are  already  present. 


CHAPTER  XVIII 

Permanent  Membership  Reminders 

The  Rev.  J.  W.  Lee,  D.D.,  long  time  prominent  minister 
in  the   Methodist   Episcopal   Church,   South,   in   an   address 
heard  by  the  writer,  when  young,  said:  "I  never 
Never  j^g^  touch  with  my  church  membership.     Whether 

Toifch         ^^  ^  vacation,  or  at  special  duties,  or  in  my  study, 
I  hold  them  before  my  mind's  eye  and  think  how  I 
may  reach  and  help  them." 

That  is  the  ideal  attitude.  One  need  not  permit  such  a 
memory  of  the  people  to  worry  him.  It  will  but  help  to  bring 
in  new  ways  of  gripping  the  individual  tighter,  so  that  the 
effort  to  lift  up  may  be  more  effective. 

While  Bishop  F.  D.  Leete,  now  located  in  Atlanta,  was  pastor 
of  the  great  Central  Methodist  Church,  in  Detroit,  he  was 
given  a  vacation  for  travel  in  Europe.  During  that  period  of 
three  months  he  wrote  with  pen  and  ink,  as  he  was  moving 
about  over  the  country,  a  postal  card  to  every  one  of  his  fifteen 
hundred  members.  Of  course,  many  of  them  framed  that  card 
and  kept  it  as  a  permanent  reminder  both  of  Dr.  Leete  and  the 
church  of  which  he  was  pastor. 

For  years  it  has  been  the  writer's  custom  to  send  a  written 
post  card  to  shut-ins  and  old  people  when  he  goes  away  on  a 
trip.  He  has  also  regularly  written  a  "plate"  and  had  it 
printed  on  souvenir  post  cards  to  mail  to  the  whole  membership. 
This  was  not  as  strong  a  plan  as  Dr.  Leete's,  but  was  more 
within  the  range  of  the  possible.  People  to-day  value  the 
post  card.  Especially  is  that  true  if  one  goes  to  a  region  where 
his  membership  seldom  goes  or  has  friends  to  write  them. 

A  certain  kind  of  humility  will  keep  one  from  using  his  own 
picture.  Nevertheless,  the  membership  want  it  if  he  is  a  worthy 
pastor.  Early  in  the  Denver  pastorate  the  writer  was  lecturing 
at  Winona  Lake,  and  before  going  had  a  cut  made  showing  the 
outside  of  the  church  and  the  pastor's  picture,  together  with  a 
word  of  greeting  written  with  pen  and  ink  for  a  "plate"  repro- 
duction : 

366 


PERMANENT  MEMBERSHIP  REMINDERS  367 


Denver  is  a  long  distance  from  New  York,  and  hence  not 
many  of  the  masses  there  are  able  to  make  the  trip.  Since  it 
is  the  writer's  old  home,  and  a  place  where  he  can 
^^Touch  ^^^^  effectively,  frequent  visits  are  made.  The 
Methods  mountain  burro  is  typical  of  the  community.  Noth- 
ing gets  into  the  hearts  of  people  like  a  child.  At 
the  risk  of  wrecking  dignity,  a  photograph  was  made,  showing 
the  pastor  leading  a  burro  with  the  boy  astride  and  Mrs.  Reis- 
ner  driving  with  a  stick.  Below  this  printed  on  the  photo- 
graph were  the  words,  "We  have  started  for  New  York." 
This  photograph  was  printed  on  a  photograph  postal,  not  re- 
produced with  a  cut.  One  was  then  mailed  to  every  member  of 
the  church.     It  was  the  most  effective  thing  the  writer  has  ever 


368 


CHURCH  PUBLICITY 


employed.  The  people  by  the  scores  framed  the  picture. 
This  form  gets  into  the  heart  and  so  secures  loyal  supporters. 
A  keen  business  man  sent  word  that  it  was  the  finest  piece  of 
advertising  he  had  ever  seen.  The  announcement  on  the 
other  side  of  the  post  card,  written  as  usual  with  a  pen  and 
reproduced  with  a  plate  was  as  follows : 

Denver,  Colo.,  8/27/1912. 
I  am  starting  back  to  New  York  after  an  enriching  Western  visit. 
It  will  gladden  me  to  see  you  Sunday,  September  1st.  I  will  preach  at 
both  services.  Beautiful  stereopticon  pictures  of  Colorado  scenery  shown 
in  the  evening.  Every  Sunday  we  will  cooperate  to  make  Grace  "A  Home- 
like Church." 

Your  pastor-friend. 

Christian  F.  Reisner. 


Two  or  three  such  souvenir  postal  cards  are  sent  to  the  whole 
membership  annually.  Such  methods  cultivate  a  love  of  the 
people  for  the  pastor,  and  unless  he  can  have  that  his  words  will 
fall  flat  and  his  influence  be  shortened.  It  is  very  easy  for  most 
people  in  this  busy  life  to  forget  that  they  are  members  of  a 
church. 

It  is  equally  true  that  it  will  do  them  good  and  benefit  their 
friends  also  if  it  is  known  that  they  are  members.  If  the  right 
kind  of  a  reminder  can  be  placed  in  a  home,  it  will  aid  in  accom- 
plishing both  of  these  results.     If  this  reminder  is  tasty,  artistic, 


PERMANENT  MEMBERSHIP  REMINDERS   369 


and  at  the  same  time  helpful,  it  will  probably  secure  a  good 
location  in  the  most  used  room. 

Acting  on  this  conviction,  the  writer  while  in  Denver  had  a 
pen  sketch  made  of  the  words  which  Phillips  Brooks  spoke, 
as  if  by  inspiration,  as  follows:  "  Here  is  my  work  to  do — not 
to  worry  over.  'My  work,'  I  say,  but  if  I  can  know  that  it  is 
not  my  work,  but  God's,  should  I  not  cast  away  my  restless- 
ness even  while  I  worked  on  more  faithfully  and  untiringly 
than  ever.^"  This  was  reproduced  on  a  neat  card  with  a  hole 
for  hanging  it  up.  Many,  however,  framed  it  and  kept  it 
permanently. 

One  of  the  splendid  specialists  in  church  printing  sent  the 
writer  a  sample  of  a  card  that  could  be  used  in  the  same  way. 
On  one  side  is  shown  a  picture  of  Christ  in  Gethsemane,  on  the 


0 

213. 

— 

SL 

— • 

JO 

__ 

32 

1 

Take  Your 
Temperature 


BoiUNG-Enthusiastic, 
goes  to  meeting,  gets 
others  togo.worksany- 
wherein  meetingorout 
of  meeting.  Always  on 
time. 

Blood  Heat— Very 
much  alive,  goes  to 
meeting,  leads  the 
mer-ting.  prays,  speaks. 
Usually  on  time. 

Temperate— Alive, 

goes  to  meeting,  takes 
part  occasionally,  usu- 
ally found  on  the  l^ck 
seat.    Often  late. 

FfiEEZi  NC-Dying,goe8 
to  meeting  occasion* 
ally,  never  takes  part. 

Z  E  ft  o-Dead,  never  goes 
to  meeting. 


What  is  your  Temperature.* 


370 


CHURCH  PUBLICITY 


other  one  of  him  staggering  under  the  cross  on  his  shoulders. 
In  the  middle  is  a  thermometer  reproduction,  reminding  one 
that  they  might  estimate  their  spiritual  state. 

Acting  on  the  suggestion  of  the  membership  card  issued  to 
Y.  M.  C.  A.  members,  another  form  was  prepared  for  the 
New  York  church.  It  is  of  a  size  that  can  be  carried  in  the 
pockets  or  handbag  and  so  serve  as  a  medium  of  introduction, 
as  well  as  a  reminder. 


A  HOMELIKE  CHURCH" 


This  Certifies  that- 
is  a  member  in  good 
West  104th  Street  be 
therefore  worthy  of 
this  membership  card 
of  fellowship  with  C! 
best  by  praying,  pa- 
Kingdom. 
New  York  City 


Grace    Met  hod  i 

ibus  and  Am 

lowshtp  and  co-o 

ihi 

nd 


it    Episcopal    Church, 

am  Avenues    and    is 

(feration.     In  accepting 

ties  and  opportunities 

purposes  to  do 

this    branch    of    the 


Pastor 


There  is  no  time  so  opportune  for  a  heart-stirring  reminder 
as  the  holiday  season.     Many  pastors  employ  Christmas  to 

plant  reminders  with  apt  cards  and  letters.  The 
Greetings    writer  has  always  taken  the  New  Year  time  because 

it  was  not  so  crowded  with  gifts,  and  also  from  the 
fact  that  most  people  were  rearranging  their  lives  by  new 
resolutions  or  reconsecration.  Many  splendid  ways  offer 
themselves. 

A  printing  firm  in  Denver  put  out  a  nobby  little  token  that 
would  compel  people  to  talk  about  it  for  a  few  days.  It  was  a 
red  card  tag  with  a  little  sleigh  bell  attached  with  a  red  string. 
It  was  mailed  as  a  post  card.     The  words  on  it  were: 

'Ring  out  the  old,  ring  in  the  new" — 
Any  old  ring  will  do — if  you  ring  up  4200 
for  your  office  supplies  and  printing. 

Of  course  one  would  not  want  to  use  that  wording,  but  the  tag 


PERMANENT  MEMBERSHIP  REMINDERS  371 

with  the  little  bell  on  it,  if  sent  with  just  part  of  the  words, 
such  as  "Ring  out  the  old,  ring  in  the  new,'*  with  an  added 
announcement  of  good  wishes,  and  the  name  of  the  church, 
would  make  a  telling  effect.  Such  a  card  as  that  would  probably 
be  inexpensive  and  could  be  sent  to  hundreds  of  prospective 
members  and  to  friends,  not,  therefore,  limiting  it  to  the  mem- 
bership alone. 

The  Rev.  R.  D.  Hollington,  D.D.,  has  made  himself  an  expert 
in  taking  pictures  while  on  foreign  travels  to  reproduce  with  the 
stereopticon  for  his  Sunday  night  services.  While  on  such  a 
trip  he  had  a  picture  of  himself  and  wife  taken  in  genuine 
Oriental  costume,  he  carrying  the  gun  and  dressed  as  an  Arab 
of  the  Desert,  while  his  wife  stood  by  his  side  with  a  waterpot 
on  her  shoulder.  It  was  a  striking  picture  that  would  be 
certain  to  be  valued  by  his  people.  On  one  side  of  the  New 
Year's  greeting  was  this  picture,  while  on  the  other  were  the 
following  words: 

We  would  flood  your  path  with  sunshine; 

We  would  fence  you  from  all  ill; 
We  would  crown  you  with  all  blessings. 

If  we  could  but  have  our  will; 
Aye!  but  human  love  may  sorely  err 

And  a  power  all  wise  is  near; 
So  we  only  pray,  God  bless  you, 

And  God  keep  you  through  the  year. 

Mr.  and  Mrs.  Richard  Hollington. 

The  Rev.  A.  C.  Hacke  prepared  his  New  Year's  greeting  on  a 
blotter.  In  the  center  was  a  reproduction  of  his  own  face, 
w  hile  on  one  side  was  a  personal  word  of  greeting,  and  on  the 
other  side  was  the  following  poem: 

Courage,  brother!  do  not  stumble. 

Though  thy  path  be  dark  as  night; 
There's  a  star  to  guide  the  humble: 

"Trust  in  God,  and  do  the  right." 

Perish  policy  and  cunning! 

Perish  all  that  fears  the  light! 
Whether  losing,  whether  winning, 

"Trust  in  God,  and  do  the  right." 

Some  will  hate  thee,  some  will  love  thee. 

Some  will  flatter,  some  will  slight; 
Cease  from  man,  and  look  above  thee. 

"Trust  in  God,  and  do  the  right." 
— Norman  MacLeod. 


372  CHURCH  PUBLICITY 

Several  years  ago  while  Dr.  Louis  Albert  Banks  was  pastor 
of  Trinity  Church,  Denver,  he  put  out  as  his  New  Year's  greeting 
a  splendid  set  of  resolutions,  which  could  be  framed  for  the 
wall.     Here  they  are: 

TEN  NEW  YEAR'S  RESOLUTIONS 

1.  I  will  not  permit  myself  to  speak  while  angry.  And  I  will  not  make 
a  bitter  retort  to  another  person  who  speaks  to  me  in  anger. 

2.  I  will  neither  gossip  about  the  failings  of  another,  nor  will  I  permit 
another  person  to  speak  such  gossip  to  me. 

3.  I  will  respect  weakness  and  defer  to  it  in  the  street  car,  on  the  train, 
in  the  store,  and  in  the  home,  whether  it  be  in  man  or  woman. 

4.  I  will  always  express  gratitude  for  any  favor  or  service  rendered  to 
me  on  the  spot  and  at  once. 

5.  I  will  not  fail  to  express  sympathy  with  another's  sorrow,  or  to  give 
hearty  utterance  to  my  appreciation  of  good  work  by  another. 

6.  I  will  not  talk  about  my  personal  ailments.  If  my  shoulder  is  rheu- 
matic or  I  have  the  gout  in  my  big  toe  or  my  knee  joint  is  stiff,  it 
will  be  one  of  the  subjects  on  which  I  am  silent  and  not  open  to 
interview. 

7.  I  will  look  on  the  bright  side  of  the  circumstances  of  my  daily  life, 
and  will  seek  to  carry  a  cheerful  face  and  speak  hopefully  to  all 
whom  I  may  meet. 

8.  I  will  neither  eat  nor  drink  what  I  know  will  detract  from  my  ability 
to  do  my  best  work  and  be  of  the  most  service  to  myself  or  others. 

9.  I  will  speak  and  act  truthfully,  living  with  sincerity  toward  God 
and  man. 

10.  I  will  strive  to  be  always  ready  for  the  very  best  that  can  happen 
to  me.  I  will  seek  to  be  ready  to  seize  the  highest  opportunity  to 
do  the  noblest  work,  to  rise  to  the  loftiest  plane  which  God  and  my 
abilities  permit. 

Louis  Albert  Banks. 

This  suggestion  bore  fruit  in  the  writer's  plan,  and  he  fol- 
lowed the  method  and  wrote  several  sets  of  resolutions.  Some 
of  them  have  been  widely  reproduced,  and  he  will  therefore 
venture  to  give  two  of  them  here.  The  following  set,  headed 
*'Ten  Self  Commandments,"  was  reproduced  in  the  New  York 
American  on  its  editorial  page.  While  they  appeared  on  the 
front  page  of  the  New  Year's  letter  for  that  year,  they  were 
also  printed  on  a  card  and  hundreds  of  them  given  to  the 
audiences  before  and  after  New  Year's  Day,  1911.  Doubtless 
they  were  hung  in  many  homes  and  called  attention  to  the 
church  every  one  of  the  three  hundred  and  sixty-five  days  of 
the  year.     What  better  publicity  work  could  there  be? 


PERMANENT  MEMBERSHIP  REMINDERS  373 


PJnEHD  ™E   HAPPY  SUNDAY  EVENING  and 
TRY  RESOLVING; 

[TEN  SELF  COMMANDMENTS] 

I  WILL  say  a  hearty  "hello"  at  half  a  chance  and  help  everywhere. 

I  WILL  practice  smiling  until  it  becomes  a  fixed  habit. 

I  WILL  cultivate  my  heart  as  y/eW  as  fill  my  pocket-book. 

I  WILL  not  forget  to  say  "thank  you"  to  God  and  Man. 

I  WILL  swallow  three  times  before  talking  when  angry. 

I  WILL  not  criticise  but  compliment  folk  and  that  not  gingerly. 

I  WILL  choke  back  complaints  about  aches,  ills  and  bad  luck. 

I  WILL  take  my  head  and  heart  to  church  quite  regularly. 

I  WILL  say  my  prayers  with  a  child's  spirit  and  an  adult's  will. 

I  WILL  daily  look  myself  over  and  make  all  possible  improvements. 

GRACE  METHODIST  EPISCOPAL  CHURCH 

W.  104th  Bet.  Amsterdam  and  Columbus 

New  York  City 


^^AJdiAjujfph^ 


It  served  as  a  helper  of  daily  life  and  since  it  was  generally 
kept  it  sweetened  and  enriched  the  life  of  the  home. 

The  set  for  1912,  marked  *'Ten  Royal  Resolutions,"  was 
placed  on  a  perforated  card  so  they  could  be  hung  on  the  wall. 

The  mind  must  be  constantly  seeking  for  new  avenues  to  the 
people's  hearts.  The  preacher  is  not  to  reach  their  heads  only. 
As  Dr.  Charles  E.  Jefferson  insists,  the  modern  minister  has 
been  doing  that  too  much.  To  quote  him :  "He  has  been  placing 
his  offerings  on  the  altar  of  logic  and  neglecting  the  God-estab- 
lished one  of  sentiment."  It  seems,  therefore,  legitimate  to 
employ  the  last  thing  which  could  not  be  criticized  by  sane 
taste,  to  get  a  grip  on  the  affections  of  the  people. 

When  the  writer's  laddie  was  six  months  old  a  local  photog- 
rapher took  an  excellent  picture  of  him  seated  in  a  high  chair. 
The  privilege  was  secured  of  reproducing  this  as  a  photograph. 
The  plate  was  borrowed  and  turned  over  to  some  young  men 
who  could  do  it  effectively.  They  prepared  one  thousand 
prints,  and  this  print  was  pasted  on  the  inside  of  the  New 


374  CHURCH  PUBLICITY 

1912 
TEN  ROYAL  RESOLUTIONS 

I  will  study  the  language  of  gentleness  and  refuse  to 

use  words  that  bite  and  tones  that  crush. 
I  will  practice  patience  at  home  lest  my  testy  temper 

break  through  unexpectedly  and  disgrace  me. 
I   will  remember  that  my  neighbors  have  troubles 

enough  to  carry  w^ithout  loading  mine  on  them. 
I  will  excuse  others'  faults  and  failures  as  often  and 

fully  as  I  expect  others  to  be  lenient  with  mine. 
I  will  cure  criticism  with  commendation,  close  up 

against  gossip  and  build  healthy  loves  by  service. 
I  will  be  a  friend  under  trying  tests  and  wear  every- 
where a  good-will  face  unchilled  by  aloofness. 
I  will  gloat  over  gains  never  but  amass  only  to  enrich 

others  and  so  gain  a  wealthy  heart. 
I  will  love  boys  and  girls  so  that  old  age  will  not  find 

me  soured  and  stiff  but  fresh  and  free. 
I  will  gladden  my  nature  by  smiling  out  loud  on  every 

fair  occasion  and  by  outlooking  optimistically. 
I  will  pray  frequently,  think  good  things,  believe  in 

men  and  do  a  full  day's  work  without  fear  or  favor. 


GRACE    METHODIST    EPISCOPAL    CHURCH 

West    One    Hundred   and    Fourth 

New   York   City 


PERMANENT  MEMBERSHIP  REMINDERS  375 

Year's  greeting  for  that  year.  A  baby  picture  is  valued  by 
everyone,  and,  needless  to  say,  the  whole  membership  placed 
this  in  a  conspicuous  place  in  the  parlor  so  that  it  constantly 
reminded  them  of  their  church  and  its  pastor,  cultivating  their 
love  for  both. 

A  stiff  cardboard  folder  was  used  so  that  the  picture — which 
was  on  the  inside — would  have  a  good  mounting.  On  the  front, 
or  first  page,  was  the  personally  prepared  letter  on  page  376. 

Another  year,  the  New  Year's  greeting  commanded  hours 
of  time  to  shape  it  as  epigrammatically  and  brightly  as  possible. 
It  was  then  tastefully  reproduced  on  a  piece  of  paper  that  would 
look  rich  in  a  frame.  Many  of  the  members  immediately  pre- 
served it  in  that  way.  Hence  its  message  spoke  to  those  who 
came  into  the  house,  and  witnessed  to  the  fact  that  the  occu- 
pants of  that  household  were  members  of  Grace  Church.  The 
letter  began  as  follows :  


God's  good  year  of  1907  is  gone.  A  better  is  before  us.  Each  day 
brings  growth  to  Christ's  disciples.  Cutting  trials  are  often  the  sculptor's 
efforts  to  shape  us  into  Christlikeness.  Complaint  crushes  cheerfulness. 
Glowing  growth  gives  God  glory.  Frowns  form  frozen  furrows.  Smiles 
stimulate  sunniness.  Believers  become  big  by  busy  brotherliness.  Christ 
continues  to  conquer.  Heathen  nations  are  gladly  bending  the  knee. 
Golden  sheaves  lie  near  every  disciple.  Men  were  never  so  eager  to  meet 
Jesus,  Church  membership  is  increasingly  a  mark  of  honor.  Excuses 
pale  before  God's  offers.  Optimism  is  on  the  throne.  Victory  is  in  the  air. 
Let  us  "go  up"  and  possess  the  land.     "Behold  now." 

While  in  Denver,  where  pictures  are  not  common  in  most 
families,  since  they  have  moved  from  East,  South,  or  North,  and, 
consequently,  only  brought  along  necessary  things,  the  writer 
found  it  wise  to  prepare  an  expensive  New  Year's  greeting  that 
would  become  an  actual  picture  on  the  wall.  It  cost  $60  to 
get  the  artist's  designs  and  have  the  plate  made,  but  the  money 
was  well  expended,  for  almost  without  exception  every  member 
of  the  church  either  framed  it  or  hung  it  immediately  in  a 
conspicuous  place.  A  short  prayer  was  composed  and  the 
artist  worked  it  in  skillfully  under  a  picture  of  Christ  praying 
in  Gethsemane.  Around  the  border  a  gilt  frame  decorated 
with  mistletoe,  with  the  berries  red  and  white  appeared.  The 
whole  made  a  pleasing,  dignified,  and  uplifting  effect  for  a  pic- 
ture. In  the  original  it  required  five  colors  to  produce  it. 
Here  it  appears  in  one  color  (see  page  377). 

This  same  cut  was  afterward  used  as  the  center  of  a  church 
calendar  in  New  York. 


376  CHURCH  PUBLICITY 


HAX  snail  I  wish  for  you  on  tne 
sill  of  1910's  open  aoor  ? 

May   you    kave    for    yourself : 

Peace,  poise,  and  patience, 
Healtn,  nope,  and  nappmess. 
Courage,  cheer,  and  contentment, 
Faitk    in,   fellowskip   "witk,   and   fidelity 
to  Christ. 

May  you  be  towards  otners  : 

Gentle,  gracious,  and  guileless. 
Useful,  unselfisn,  and  undaunted, 
Sympatnetic,  serviceful,  and  sincere. 
Loyal   to  friends,  loving  to   foes,    and 
lenient  witk  tke  fallen. 


May  you  remain : 

Untwisted  by  prejudice, 
Untarnisked  ty  lo>?^  desires, 
Uncrusned  by  disappointment. 
Undismayed  by  any  failure  : 

Yours  for  a  joyful  year. 


Grace  CKurch  Parsonage 
January  1,  1910 
Denver 


vUk^^Aa^^P^ 


PERMANENT  MEMBERSHIP  REMINDERS  377 


S78 


CHURCH  PUBLICITY 


The  Rev.  A.  F.  Ragatz,  as  before  suggested,  is  gifted  as  a 
design  maker.  He  can  do  both  fun  cartoons  and  truth-carrying 
ones.  He  also  has  the  artist's  skill.  Hence  one  New  Year's 
greeting  exhibited  unusual  taste,  because  the  words  and  back- 
grpund  were  all  done  in  an  original  design. 


p}^  te  my  Mg 


10 


Vcar->  Greeting 

vSIueTEuF^  you  v?/ll  receive  it  fa 
'ij/t  SPiWt'I  send  tf,  it  v>?r||  rpca^ 
rporc  to  you  tf}a»)  cxnyt^tng  f^^u^ 
r7)oney  CQq  buj/. 


C>KrfsX  Wpo&e  com  1 9^  v/<r  fcave 
jusccelebra'tecl^di^c  io  MOO   ^ 

l;)cQr»r'(^  c(;ecr»,  a  spi  «^*ia   o^^pe 
Q  |;>cvp3   ef^l^elp*  Q  li^  o|^  lo>/c 
^K  e\/ery  doy  19  G^ll  lOe.  yeoNrT* 


Siqcerely  youra 


C\CkC\ 


Denver.  Colo. 
January  1st.  1912 


^xo* 


^^fj^r^ 


PERMANENT  MEMBERSHIP  REMINDERS  379 

Time  gets  increasingly  valuable,  and  hence  the  long 
New  Year's  letter  is  not  commonly  read.  In  1912  a  tasty 
card  6x4  inches,  of  eggshell  paper  and  deckled  edge,  was 
used  to  print  the  brief  definition  of  the  term  "Christian." 
It  took  many  hours  to  boil  this  down  into  shape  as  finally 
printed : 


ERVICE  INSPIRED  BY  LOVE 
AND  MEASURED  BY  SACRIFICE 
MARKS  ONE  AS  A  CHRISTIANS 
HELPFULNESS  BRINGS  CON- 
TENTMENT/^LOVING  OTHERS 
INSURES  HAPPINESS/*  BIBLE 
RULES  LEAD  TO  FULLEST 
HEALTH  ^  GOD'S  WILL  IS  IN 
THE  SUNSHINE  AS  CERTAINLY 
AS  IN  THE  SORROWS  ^  WHEN  THE  FATHER 
CLOSES  A  DOOR  HE  OPENS  A/.^  .  crp, 
WINDOWi^FAITH  OVERCOMETH  ^^^^'^^^^^^^ 


CFIACE  METHODIST  CHURCH 
NEW  YORK  CITY 
JANUARY  1.  1913 


The  above  is  reproduced  one  third. 

H.  S.  Springer,  the  energetic  teacher  of  Class  No.  10,  Camden, 
N.  J.,  sent  out  the  following: 

Many  Merry  Christmases,  many  Happy  New  Years,  unbroken  friendships, 
great  accumulation  of  cheerful  recollections,  affection  on  earth,  and  Heaven 
at  last  for  all  of  us. 

And  this  is   my   Merry 
Christmas  wish  to  you. 

H.  S.  Springer. 


The  composition  of  the  New  Year's  letter  is  always  ex- 
ceedingly valuable.  All  of  us  do  not  have  the  power  to 
aptly  prepare  one.  At  least,  we  want  a  change  frequently. 
Hence  the  wording  of  several  different  samples  is  reproduced 
here. 


380  CHURCH  PUBLICITY 

Here  is  one  prepared  by  the  Rev.  J.  M.  Gage: 

NEW  YEAR  GREETINGS 

OUR  WISH —     That  this  may  be  the  brightest,  happiest, 
and  most  prosperous  of  all  the  years  for  ^ou. 

OUR  CHALLENGE—     That  j;ou  make  this 
"Another  year  of  service. 

Of  witness  for  thy  love. 
Another  year  of  training 

For  holier  work  above.'* — Havergai 

OUR  PRAYER—     That,  remembering 
"The  issue  of  Life  to  be, 

We  weave  with  colors  all  our  own, 
And  in  the  fields  of  destiny 

We  reap  as  we  have  sown." — Raphael 
You  let  Christ  be  King  of  your  life. 

John  15:5  Phil.  4:13 

No  one  can  quite  equal  the  style  of  Bishop  William  A.  Quayle, 
and  so  one  of  his  splendid  greetings  is  reproduced: 

A  NEW  YEAR'S  RESOLVE 
By  God's  good  help  I  mean  this  year  to  live  the  better  life.  I  will  pray 
much,  will  stir  myself  up  to  answer  my  own  prayers,  will  be  slow  in  faulting 
others,  will  hold  myself  to  rigorous  account,  will  love  many  and  will  love 
ardently,  will  watch  the  skies  and  the  fields,  will  enjoy  jostling  in  the 
throngs  of  busy  men,  will  answer  to  my  nobler  impulses,  will  strive  to 
defeat  my  unworthy  biases,  will  enjoy  people,  will  cultivate  the  spirit  of 
the  recluse  and  the  happy  dweller  amongst  men,  will  keep  alive  my  sense 
of  wonder,  will  attempt  to  be  in  myself  daily  an  invitation  of  humankind 
to  Christ,  will  strive  so  to  be  that  it  will  be  no  struggle  to  do,  will  enjoy 
the  poetry  of  books  and  the  sweeter  poetry  of  life,  will  put  myself  out 
where  the  winds  of  God  may  blow  across  my  heart  and  strive  to  live  so 
cleanly  and  so  valiantly  as  that  if  I  live  not  to  see  the  sunrise  of  another 
year,  I  may  see  the  sunrise  of  eternity  unabashed,  unafraid,  even  elate; 
for  to  live  shall  be  Christ,  but  to  die  shall  be  gain  infinite  and  everlasting. 

William  A.  Quayle. 

Harold  Bell  Wright,  the  author  of  The  Calling  of  Dan 
Matthews,  The  Shepherd  of  the  Hills,  and  three  or  four 
others  of  the  greatest  selling  books  of  fiction  of  recent  times. 


PERMANENT  MEMBERSHIP  REMINDERS  381 

while  the  pastor  of  a  Christian  Church  in  Kansas  City,  Mo., 
sent  out  the  following  New  Year's  letter: 

My  Dear  Friends  and  Others: — 

The  sands  of  1904  are  almost  run:  before  the  glass  is  turned  I  would 
say  alike  to  all,  I  thank  you.  Life  would  not  be  worth  while  were  it  not 
for  you. 

You  are  dear,  beyond  words,  to  me,  my  friends — because  you  are  my 
friends.  You  are  dear,  beyond  words  to  me,  others,  because — while  you 
do  not  harm  me  in  the  least,  you  add  spice  to  life  and  make  me  appreciate 
my  friends  the  more. 

I  am  having  printed  for  all,  a  beautiful  poem  that  hangs  over  my  desk 
in  "The  Den."  It  is  from  Dr.  Henry  van  Dyke  and  seems  to  me,  good 
enough  for  anyone.  Please  accept  it  with  the  honest  wish  that  the  New 
Year  may  come  to  you  with  a  Gospel  of  Labor,  and  that  your  work  may 
help  to  make  this  world  a  somewhat  better  place  in  which  to  live. 

Sincerely  your  friend. 

On  the  other  side  of  the  sheet  is  reproduced  this  poem  by 
Dr.  Van  Dyke  which  is  worthy  of  place  here: 

THE  GOSPEL  OF  LABOR 

But  I  think  the  King  of  that  country  comes  out  from  his  tireless  host. 
And  walks  in  this  world  of  the  weary,  as  if  he  loved  it  the  most; 
And  here  in  the  dusty  confusion,  with  eyes  that  are  heavy  and  dim. 
He  meets  again  the  laboring  men  who  are  looking  and  longing  for  him. 

He  cancels  the  curse  of  Eden,  and  brings  them  a  blessing  instead; 
Blessed  are  they  that  labor,  for  Jesus  partakes  of  their  bread. 
He  puts  his  hand  to  their  burdens,  he  enters  their  homes  at  night; 
Who  does  his  best  shall  have  as  his  guest  the  Master  of  life  and  of  light. 

And  courage'will  come  with  his  presence,  and  patience  return  at  his  touch» 

And  manifold  sins  be  forgiven  to  those  who  love  him  much; 

And  the  cries  of  envy  and  anger  will  change  to  the  songs  of  cheer. 

For  the  toiling  age  will  forget  its  rage  when  the  Prince  of  Peace  draws  near. 

This  is  the  gospel  of  labor — ring  it,  ye  bells  of  the  kirk — 
The  Lord  of  Love  came  down  from  above  to  live  with  the  men  who  work. 
This  is  the  rose  that  he  planted,  here  on  the  thorn-cursed  soil — 
Heaven  is  blest  with  perfect  rest,  but  the  blessing  of  earth  is  toil. 

— Dr.  Henry  van  Dyke. 

The  wording  of  the  first  one  the  writer  sent  out  as  a  pastor 
in  New  York  is  here  given: 

Greetings,  Mt  Friend: 

Good  cheer  to  you  for  all  1911.  Words  offer  poor  mediums  for  heart 
messages.  The  sincerest  wish  of  my  life  is  for  your  truest  happiness  on 
every  day.  God  is  our  Father.  We  be  brethren.  Peace  was  willed  us 
by  Christ.  Joy  is  a  summer  and  winter  fruit  of  the  Spirit.  We  have  a 
Companion  for  every  journey.     Home  is  at  the  end  of  the  race. 


CHURCH  PUBLICITY 

The  old  year  has  been  lessonful.  God's  grace  has  made  growth  possible 
every  day.  Frightening  specters  have  proved  to  be  fanciful.  Strength 
has  come  for  each  separate  burden.  Sorrows  have  brought  out  the  luster 
of  promise  gems.  Happiness  has  foretasted  the  Homeland.  Personal 
progress  promises  perfection.     The  past  assures  good  to-morrows. 

May  the  year  bring  new  victories  over  sin  and  sloth.  Blossoraful 
beauty  is  hidden  in  every  heart.  Usefulness  is  uniformly  possible.  One- 
talent  people  are  as  necessary  as  the  ten.  Activity  under  orders  assures 
returns.  Our  Leader  permits  no  work  to  be  wasted.  His  true  word 
roots  though  growth  is  gradual.  Christ  channels  blessing  through  clean 
lives. 

Only  kindness  has  met  me.  Heartiest  cooperation  has  come.  Hope- 
fulness dominates.  Best  days  are  surely  ahead.  Past  pastors  have  each 
left  a  consecrated  heritage.  We  owe  them.  The  Father  wills  us  victory. 
We  need  only  to  enter  hopefully  at  our  best.  It  is  not  our  work  but  Jeho- 
vah's.    His  wisdom  and  presence  must  empower. 

Hearts  ache  everywhere.  Loneliness  abounds  amidst  the  city's  crowd. 
Tears  burn  wrinkle- valleys  on  the  face.  Storms  assail.  Christ  the  Con- 
soler Mali  be  welcomed.  Let  us  rally  to  our  church  so  faithfully  and 
spiritually  that  hundreds  may  see  his  face.  Pray  that  your  pastor  may 
daily  get  manna  from  the  Master's  fingers  to  dispense. 

God  needs  you.  Grace  Church  counts  on  you.  I,  your  fellow  servant, 
draw  much  strength  from  your  sympathy.  Together  with  the  Workman 
of  Galilee  let  us  toil  for  the  best  year  of  life. 

In  the  name  of  the  Conquering  Christ,  I  am. 

Yours  hopefully. 

Christian  F.  Reisner. 

As  a  rule,  the  stereotyped  forms  prepared  by  stock  printers 
do  not  impress  as  the  one  which  carries  the  recognizable  per- 
sonal style  and  flavor  of  the  pastor  who  prepares  it. 

The  Rev.  George  A.  Duvall,  who  so  splendidly  demonstrates 
that  the  pastor  in  a  town  of  twelve  hundred  can  do  all  kinds 
of  printing  in  a  telling  and  profitable  way,  issues  a  tasty  letter 
reminding  the  people  of  the  coming  communion  and  urging 
them  to  get  ready  for  it.  Attached  to  this  he  gives  a  few 
items  that  will  appear  in  his  quarterly  report,  such  as  deaths, 
marriages,  baptisms,  conversions,  etc. 

Easter   offers   a  rare   opportunity  for   spiritual   awakeners, 

especially  if  Holy  Week  is  observed.     The  writer  sends  out  a 

letter  of  reminder  and  holds  at  least  three  services 

Easter  during  that  week.     One  year  an  Easter  prayer  as 

follows  was  inclosed: 

AN  EASTER  PRAYER 
Our  hearts  grow  glad,  O  Easter  King,  as  we   contemplate  thy  resurrec- 
tion.    Thou  hast  robbed  death  of  dread  and  stopped  the  sting  of  sorrow. 
Stir  us  by  thy  sacrifice.     Purpose  us  to  plant  lilies  of  hope  along  all  path- 
ways.    Brighten    our    faces    with    high    endeavor.     Sweeten    our    speech 


PERMANENT  MEMBERSHIP  REMINDERS  383 

with  gentleness.  Preserve  in  us  the  pleasantness  of  patience.  Deliver 
us  from  deadening  greed.  Sunshine  our  hidden  graces  into  blossom. 
In  the  name  Victorious.     Amen. 

It  was  tastefully  framed  by  a  *'cut"  of  white  lilies,  while  the 
background  was  in  purple  and  so  shaped  that  it  could  be  hung 
on  the  wall. 

Another  Easter  time  a  card  with  purple  shading  was  printed 
and  distributed  in  the  audience,  with  the  following  on  it: 

WHY  BE  GLAD  AT  EASTER 

1.  Death  is  defeated;  life  is  endless. 

2.  Enemies  are  harmless;  the  cross  lifted  Christ  to  glory. 

3.  Homeland  reunions  are  ahead;  fellowship  is  sweeter  when  final  separa- 
tion is  known  to  be  impossible. 

4.  Love  makes  lawkeeping  easy;  the  Ten  Commandents  become  measuring 
rules. 

5.  Christ's  power  can  conquer  every  sin;  troubled  Thomas,  persecuting 
Paul,  passionate  Peter,  outcast  Mary  all  found  peaceful  pardon. 

This  too  was  perforated  at  the  top  so  it  could  be  hung  on  the 
wall,  though  the  card  itself  was  small,  being  but  5f/^xS}4:  inches 
in  size. 

The  calling  card  should  not  be  cheap  or  gaudy,  else  it  will 
not  find  a  permanent  place  among  others  that  are  preserved. 
It  is  too  common  to  use  the  regular  calling  card 
Card?^  as  a  vehicle  for  advertising.  When  the  pastor 
himself  calls,  he  should  leave  a  card  corresponding 
to  the  one  left  by  the  most  cultured  person.  It  is  well  to  have 
a  plate  made  in  Old  English  type,  to  be  absolutely  correct  in 
form.     Localities  differ  in  demand. 

When,  however,  there  is  advertising  with  the  card,  it  should 
not  appear  on  the  front  with  the  name.  One  is  now  prepared 
by  the  Woolverton  Printing  and  Publishing  Company,  Osage, 
la.,  which  folds  up,  and  on  the  inside  is  a  quotation  from 
Oliver  Wendell  Holmes  on  church  attendance,  and  on  the 
other  side  is  one  by  Washington  Gladden  on  religion,  while  on 
the  third,  or  immediately  back  of  the  name,  is  the  poem: 

A  little  bit  of  patience 

Often  makes  the  sunshine  come. 
A  little  bit  of  love 

Makes  a  very  happy  home. 
A  little  bit  of  hope 

Makes  a  rainy  day  look  gay. 
A  little  bit  of  charity 

Makes  glad  a  weary  way. 


384  CHURCH  PUBLICITY 

The  assistants  of  Grace  Church  use  a  card  form  which  per- 
mits of  their  signature  and  at  the  same  time  brings  a  personal 
greeting  from  the  pastor: 


*'^  ||ome=lifee  Cfturclj" 


W^ii  t£(  to  remtnb  pou  ttat  tiie  tooritersc  of  ^xntt  ilfletijobtstt 
<£pis(copaI  CfjurcJb,  powr  cl^urcf),  arc  tfjtnfeing  about  pou.  ©r.  3&etsner 
tDotUb  glablp  call  persionallp  tf  not  feept  con£(tantlp  at  official  butie£(. 
He  toill  re£tponb  promptlp  to  pour  s^pecial  neebd.  l^rite  or  £(peab  anp 
sfugge£(tion£(  toljicti  pronrisfe  to  ma6e  tlje  £(erbice  of  tfje  Sitaff  more  fjelpful; 
toe  propoise  to  bo  our  bes^t.  Contribute  bp  pour  pre£((nce  to  tbe 
increasing  sttrengtf)  of  tbe  cfjurcf). 
^eto  |9orfe  ^incerelp. 


—  ias;stijftant  to  tfje  ^atftor. 

I^rite  anp  fituggesftioniS  tobicb  map  b^lp  tbe  cburcb;  fi(ucb  atf  itK 
form  of  toorsffjip,  sfermon  tfjemeat,  plansf  of  toorb,  etc. 


(^a  be  maileb  or  banbeb  in; 


Special  Dr.  Rompel   prepared   a  tasty  little    bookmark, 

^°thS     -    ^^^^  ^^^  following  upon  it: 
gestions  BOOK  MARK 

What  to  Read 

If  you  have  the  "blues,"  read  the  Twenty-seventh  Psalm. 

If  your  pocket  or  pocketbook  is  empty,  read  the  Thirty-seventh  Psalm. 

If  people  seem  unkind,  or  misjudge  you,  read  the  Fifteenth  Chapter  of  John. 

If  you  are  discouraged  about  your  work,  read  the  One  Hundred  and  Twenty- 
sixth  Psalm. 

If  you  are  losing  confidence  in  men,  read  the  Thirteenth  Chapter  of  First 
Corinthians. 

If  you  can't  have  your  own  way  in  everything,  keep  silent  and  read  the 
Third  Chapter  of  James. 

If  you  are  feeling  all  out-of-sorts,  read  the  Twelfth  Chapter  of  Hebrews, 

Advertising  calendars  have  multiplied  tremendously  in 
recent  years.  Some  secure  a  home  location  because  a  member 
of  the  household  works  for  the  firm  issuing  it  or  is  in  some  way 
related.     That  same  reason  will  give  the  church  calendar  a 


PERMANENT  MEMBERSHIP  REMINDERS  385 

prior  claim  upon  the  home;  hence  it  will  pay  to  give  attention 
to  this  form  of  publicity.  The  church  calendar  will  also  find 
a  place  in  one  of  the  living  rooms  of  a  house  because  it  com- 
ports with  the  surroundings,  while  the  advertising  on  many 
other  calendars  might  not  look  so  well  in  the  same  location. 
Even  people  who  do  not  attend  church  imagine  that  a  church 
reminder  about  the  house  gives  it  a  tone  of  respectability. 
Hence  an  advertising  church  calendar  will  be  placed  where 
people  will  see  it  while  at  ease  and  when  ready  to  receive  im- 
pressions. It  is  also  very  effective  in  hotels,  rooming  and 
boarding  houses  and  in  school  dormitories.  Many  institu- 
tions will  allow  it  to  be  put  in  locations  that  would  not  permit 
any  other  form  of  advertising  calendar.  The  writer  prepared 
a  special  design  while  in  Denver  and  reproduced  it  in  New 
York  because  it  was  apt.  The  matter  of  expense  can  be 
handled  in  the  calendars  by  forethought,  as  in  many  other 
things.  A  small  advertisement  at  the  bottom  of  the  calendar 
will  pay  for  the  whole  thing.  It  is  worth  all  it  costs  to  the 
firm,  because  that  firm  could  not  secure  the  prominent  location 
in  the  home  if  the  advertisement  were  not  associated  with 
the  church.  The  pastor  should  be  very  careful  that  the  firm 
having  this  privilege  is  worthy  of  all  support.  As  a  rule,  it 
is  best  to  secure  a  firm  in  some  way  related  to  the  church 
putting  it  out.  If  that  is  not  possible,  certainly  a  high-grade 
institution  should  be  secured.  This  plan  has  been  worked  suc- 
cessfully for  years  and  is  possible  in  any  community.  (See 
page  386.)  Stock  calendars  do  not  impress  as  strongly  as  one 
specially  designed. 

The  Rev.  Lincoln  A.  Caswell  compelled  people  to  face  the 
following  list  of  strong  "reasons"  when  they  looked  at  their 
calendar: 

WHY  I  SHOULD   BE   AN   ACTIVE   CHURCH   MEMBER 

The  noblest  and  strongest  characters  the  world  has  ever  known  have 
been  earnest  Christians. 

The  Church  is  the  visible  means  by  Avhich  God  has  established  the 
Kingdom  of  Righteousness. 

Directly  or  indirectly  all  Christian  influences  have  come  from  the  or- 
ganized Church. 

I  would  not  care  to  live  or  bring  up  my  children  in  a  place  where  no 
Church  existed. 

If  everyone  should  follow  the  example  of  the  non-church  member,  there 
would  be  no  Church. 

It  is  selfish  for  me  to  expect  to  have  the  benefits  of  the  Church  while 
I  am  refusing  to  identify  myself  with  the  Church. 


386 


CHURCH  PUBLICITY 


I  need  the  Church  and  the  Church  needs  me,  therefore  I  should  join 
it  and  do  all  in  my  power  to  establish  its  influence  in  the  community. 

The  Son  of  God  gave  his  life  to  redeem  me,  and  invites  me  to  join  with 
him  in  the  saving  of  the  world. 

F.  M.  Barton,  of  Cleveland,  0.,  the  publisher  of  the  "Ex- 
positor," prepares  a  very  tasty  calendar  which  has  on  the  back 


"jro.Mvif  t>c  will  f 

bcai  Ibis  voice,  bnrN  J 
en  not  vjoiir  hearts 


"TObcrc   two   or 
tbrcc   arc  o<>tbcre6 
tooetbcr  In  ni?  name,  )t 
there  an)  1  In  tbc 
mi&3t  of  tbem." 


"fioaneballnotllpc  f 
b?  brcaD  alone." 


X    "Cbatmplovniiobt  [ 

^remain  In  ?ou  an6  I 

3  tbat  pour  Jo?  nilgbt  '•■ 
5  be  Mil." 


12     3     4-56 

7     8     9    JO  U   12   13 

14-  15   16  17  18   19   20 

21   22  23  24^  25  26   27 

28  29  30  31  ^^  i-s;"-.  ^^. 


MNUARV- FIRST    MONTH 


PERMANENT  MEMBERSHIP  REMINDERS  387 

a  passage  of  Scripture  to  be  read  by  the  individual  or  at  family 
prayers  for  every  day  of  the  year.  The  Epworth  Bible  Class, 
of  Chicago,  put  out  a  strong  calendar,  which  announced  on 
the  back  the  Christmas  Sunday  program  and  the  New  Year's 
sociable  where  was  to  be  produced  the  "Deestrict  School." 
Under  the  latter  also  came  all  the  names  of  the  people  having 
parts.  The  back  of  it  thus  served  as  a  window  card  until  the 
first  of  the  year,  while  on  the  other  side  was  the  calendar, 
showing  the  Sunday  school  room,  which  had  been  erected  by 
the  class  for  their  own  use,  and  the  picture  of  the  teacher. 

Famous  old  John  Street  Church,  New  York  city,  issued  a 
souvenir  in  the  form  of  a  little  book.  On  the  front  is  a  picture 
of  the  church.  On  the  inside,  is  a  history  of  the  institution 
and  a  program  of  future  activities,  as  well  as  a  greeting  from 
the  pastor,  the  Rev.  Louis  R.  Streeter,  D.D.  On  the  back  is 
a  calendar  for  the  year.  It  is  so  arranged  that  it  can  stand 
in  the  form  of  a  tent,  and  thus  be  used  as  a  calendar. 

The  Rev.  B.  Smith  Stall,  of  West  Grove,  Pa.,  issues  a  small 
calendar  with  his  picture  at  the  top.  Dr.  Rompel  puts  out  a 
new  card  calendar  every  month,  on  which  he  gives  the  sermon 
subjects  for  morning  and  evening  of  that  particular  month. 

Another  pastor  issues  a  calendar  with  only  the  Sunday 
dates  on  for  three  months,  and  then  furnishes  a  resolution 
which  may  be  signed.  This  calendar,  when  hung  on  the  wall, 
would  be  a  very  vivid  reminder. 

This  is  the  day  of  post  cards.  Mr.  Edward  H.  Packard, 
of  Roslindale,  Mass.,  has  prepared  a  striking  set  that  can  be 
used  for  framing  or  placed  on  the  mantelpiece.  They  contain 
Scripture  mottoes  on  a  background  of  flowers.  One  with  the 
scripture,  "Watch  and  pray,  that  ye  enter  not  into  temptation," 
has  as  its  background  a  cobweb  with  a  spider  at  work. 

President  Harris  Franklin  Rail,  of  Iliff  School  of  Theology, 
Reading  Denver,  has  prepared  very  carefully  a  leaflet  which 
Sugges-  he  sends  to  his  members  and  gives  to  his  friends, 
tions  headed  as  follows:  "WTiat  to  Read." 

WHAT  TO  READ 

When  in  sorrow,  read  John  l.'f. 
When  men  fail  you,  read  Psalm  27. 
When  you  have  sinned,  read  Psalm  51. 
When  you  worry,  read  Matthew  6.  19-3 J^.. 
Before  church  service,  read  Psalm  81^. 
When  you  are  in  danger,  read  Psalm  91. 


388 


CHURCH  PUBLICITY 


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PERMANENT  MEMBERSHIP  REMINDERS  389 

When  you  have  the  blues,  read  Psalm.  3 4. 

When  God  seems  far  away,  read  Psalm  139. 

When  you  are  discouraged,  read  Isaiah  40. 

If  you  want  to  be  fruitful,  read  John  15. 

When  doubts  come  upon  you,  try  John  7.  17. 

When  you  are  lonely  or  fearful,  read  Psalm  23. 

When  you  forget  your  blessings,  read  Psalm  103. 

For  Jesus'  idea  of  a  Christian,  read  Matthew  5. 

For  James'  idea  of  religion,  read  James  1.  19-27. 

When  your  faith  needs  stirring,  read  Hebrews  11. 

When  you  feel  down  and  out,  read  Romans  8.  31-39. 

When  you  want  courage  for  your  task,  read  Joshua  1. 

When  the  world  seems  bigger  than  God,  read  Psalm  90. 

When  you  want  rest  and  peace,  read  Matthew  11.  25-30. 

When  you  want  Christian  assurance,  read  Romans  8.  1-30. 

For  Paul's  secret  of  happiness,  read  Colossians  3.  12-17. 

When  you  leave  home  for  labor  or  travel,  read  Psalm  121. 

When  you  grow  bitter  or  critical,  read  1  Corinthians  13. 

When  your  prayers  grow  narrow  or  selfish,  read  Psalm  67. 

For  Paul's  idea  of  Christianity,  read  2  Corinthians  5.  15-19. 

For  Paul's  rules  on  how  to  get  along  with  men,  read  Romans  12. 

When  you  think  of  investments  and  returns,  read  Mark  10.  17-31. 

For  a  great  invitation  and  a  great  opportunity,  read  Isaiah  55. 

For  Jesus'  idea  of  prayer,  read  Luke  11.  1-13,  Matthew  6.  5-15. 

For  a  prophet's  picture  of  worship  that  counts,  read  Isaiah  58.  1-12. 

For  the  prophet's  idea  of  religion,   read   Isaiah  1.  10-18,  Micah  6.  6-8, 

Why  not  follow  Psalm  119.  11  and  hide  some  of  these  in  your  memory? 

The  Rev.  A.  B.  Taylor,  at  North  Cochocton,  N.  Y.,  did  a 
timely  thing  in  reproducing  the  "Religious  Utterances  of 
Woodrow  Wilson"  on  the  back  of  his  Christmas  greeting,  at 
the  time  Wilson  was  elected  President. 

The  Rev.  Thomas  S.  Brock,  D.D.,  the  pastor  at  Burlington, 
N.  J.,  put  out  on  a  tasty  card  a  "One-Minute  Sermon  on  Church- 
going,"  as  follows: 

ONE-MINUTE  SERMON  ON   CHURCHGOING 
Text:  *'Not  forsaking  the  assembling  of  ourselves  together,  as  the  manner 

of  some  is." — Heb.  10.  25. 
Churchgoing  is  a  means  of  graqe  and  divinely  appointed.  It  is  helpful 
and  restful.  A  fine  investment  of  your  time.  It  develops  the  best  powers 
of  the  man.  But  how  easily  neglected!  Absence  from  next  Sunday's 
services  will  make  it  easy  to  stay  away  the  next  week.  The  slightest 
irregularity  in  attendance  will  work  serious  havoc  with  a  good  habit. 
Then  we  reach  for  an  excuse.  We  shall  find  a  plenty  except  good  ones. 
Most  excuses  analyzed  mean,  simply,  "I  don't  wish  to."  If  you  will 
attend  church  regularly  one  quarter,  you  will  want  to  go.  Try  the  remedy. 
Begin  next  Sunday. 

The  Rev.  George  A.  Duvall  put  on  the  back  of  one  of  his 
advertising  cards  the  following: 


390  CHURCH  PUBLICITY 

A  PRIZE  DEFINITION  OF  SUCCESS 

Miss  Bessie  A.  Stanley,  of  Lincoln,  Kan.,  won  a  $250  prize  by  writing 
the  best  definition  of  "What  Constitutes  Success."     It  is  as  follows: 

He  has  achieved  success  who  has  lived  well,  laughed  often,  and  loved 
much;  who  has  gained  the  trust  of  pure  women  and  the  love  of  little  chidren; 
who  has  filled  his  niche  and  accomplished  his  task;  who  has  left  the  world 
better  than  he  found  it,  whether  by  an  improved  poppy,  a  perfect  poem, 
or  a  rescued  soul;  who  has  never  lacked  appreciation  of  earth's  beauty 
or  failed  to  express  it;  who  has  always  looked  for  the  best  in  others  and 
given  the  best  he  had;  whose  life  was  an  inspiration;  whose  memory  a 
benediction. 

On  the  back  of  another  he  printed  this  quotation  from 
Benjamin  Frankhn: 

Of  all  tyranny,  the  most  unsupportable  is  ignorance;  of  all  injustice, 
the  greatest  is  that  of  neglect  of  youth;  of  all  follies,  the  rankest  is  indiffer- 
ence to  the  future. 

Here  is  another  little  phrase  which  may  be  valuable  on  the 
back  of  a  piece  of  advertising : 

THE  VALUE  OF  A  SMILE 

The  thing  that  goes  the  farthest  toward  making  life  worth  while. 
That  costs  the  least  and  does  the  most,  is  just  a  pleasant  smile. 
It's  full  of  worth  and  goodness  too,  with  genial  kindness  blent. 
It's  worth  a  million  dollars,  and  it  doesn't  cost  a  cent. 

Such  valued  sentences  as  these  lead  people  to  keep  the  bit 
of  advertising.  That  end  is  sought  for  by  every  advertising 
expert,  for  it  will  then  continue  to  speak.  The  recipient  cannot 
help  but  turn  it  over  to  see  where  the  paragraph  originated 
and  then  he  finds  the  name  of  the  church.  If  it  is  original 
work,  that  increases  his  estimate  of  the  minister;  if  it  is  a  pe- 
culiarly pertinent  quotation,  he  still  gives  him  credit  for  wis- 
dom in  making  such  a  skillful  selection. 

Here  is  a  good  form  to  put  out  with  a  letter  that  may  be 
sent  to  the  membership.  They  will  likely  keep  it  where  it 
may  be  shown,  since  it  is  worth  while  in  its  meaning,  as  well 
as  clear  in  its  wording: 

MY  CREED 
I  would  be  true,  for  there  are  those  who  trust  me; 

I  would  be  pure,  for  there  are  those  who  care; 
I  would  be  strong,  for  there  is  much  to  suffer; 
I  would  be  brave,  for  there  is  much  to  dare; 
I  would  be  friend  of  all — the  foe — the  friendless; 

I  would  be  giving,  and  forget  the  gift; 
I  would  be  humble,  for  I  know  my  weakness; 

I  would  look  up — and  laugh — and  love — and  lift. 


PERMANENT  MEMBERSHIP  REMINDERS  391 

A  similar  thing  was  written  by  the  Rev.  Stephen  A.  North- 
rup,  D.D.,  for  a  magazine  some  years  ago,  as  follows: 

A  LITTLE  MORE  AND  A  LITTLE  LESS 

A  little  more  deed  and  a  little  less  creed, 

A  little  more  giving  and  a  little  less  greed; 

A  little  more  bearing  other  people's  load, 

A  little  more  Godspeeds  on  the  dusty  road; 

A  little  more  rose  and  a  little  less  thorn. 

To  sweeten  the  air  for  the  s'ck  and  forlorn; 

A  little  more  song  and  a  little  less  glum. 

And  coins  of  gold  for  the  uplift  of  the  slum; 

A  little  less  kicking  the  man  that  is  down, 

A  little  more  smile  and  a  little  less  frown; 

A  little  more  Golden  Rule  in  marts  of  trade, 

A  little  more  sunshine  and  a  little  less  shade; 

A  little  more  respect  for  fathers  and  mothers, 

A  little  less  stepping  on  the  toes  of  others; 

A  little  less  knocking  and  a  little  more  cheer 

For  the  struggling  hero  that's  left  in  the  rear; 

A  little  more  of  love  and  a  little  less  hate, 

A  little  more  of  neighborly  chat  at  the  gate; 

A  little  more  of  the  helping  hand  by  you  and  me, 

A  little  less  of  this  graveyard  sentimentality; 

A  little  more  of  flowers  in  the  pathway  of  life, 

A  little  less  on  coffins  at  the  end  of  the  strife. 

The  Rev.  C.  H.  Woolston,  D.D.,  put  out  a  beautiful  set  of 
commandments  at  one  of  his  children's  services  when  he  empha- 
sized the  attitude  which  children  ought  to  take  toward  their 
mothers : 

MOTHER'S  TEN  COMMANDMENTS 
A  Mothers'  Day  Message. 
Hearken  unto  these  words,  my  children, 
for  the  comfort  of  Mother  and  the  Glory  of  God 

1.  Thou  shalt  be  obedient  unto  her  good  word. 

2.  Thou  shalt  be  joyful  and  show  her  a  sunny  face. 

3.  Thou  shalt  be  kind  and  cross  words  shall  be  far  from  thy  lips. 

4.  Thou  shalt  be  thankful  and  say  it  out  in  words. 

5.  Thou  shalt  be  quiet;   it   comforts   mother's   head,   and   gives   thee   a 

wise  head. 

6.  Thou  shalt  be  contented  when  mother  has  done  her  best. 

7.  Thou  shalt  be  loving  always — Kiss  mother  first. 

8.  Thou  shalt  always  be  true — as  mother  has  been  to  you. 

9.  Thou  shalt  be  courteous  to  your  mother,  for  she  is  the  first  lady  of 

the  land  to  you. 
10.     Thou  shalt  be  good,  which  is  to  be  a  true  Christian;  so  shalt  thou 
dwell  in  the  King's  land  on  high  forevermore. 

Mottoes  of  all  kind  are  in  much   demand.     Good  publicity 


39S  CHURCH  PUBLICITY 

may  be  secured,  if  care  is  exercised  not  to  offend  by  accepting 
those  which  are  too  manifestly  crude,  by  frequently  putting 
out  a  good  motto  to  be  kept  on  desks  or  in  homes.  Here  are  a 
few  at  hand  which  have  good  value  in  them: 

If  you  have  a  Good  Temper — Keep  it. 

If  you  have  a  Bad  Temper — Lose  it. 

If  you  must  rap.  Rap  up  a  smile  and  send  it  to  some  one. 

OWL  WISDOM 

If  YOU  want  friends,  get  wealth; 
If  YOU  want  a  job,  get  a  pull; 
If  YOU  want  to  rise,  get  up; 
If  YOU  want  to  succeed— DO  IT! 
All  things  come  to  those  who  HUSTLE  while  they  wait. 

Four  Good  Thoughts  by  Theodore  Roosevelt: 
Fit  yourself  for  the  work  God  has  for  you  to  do  in  this  world  and  lose 
no  time  about  it. 

Have  all  the  fun  that  is  coming  to  you. 

Go  ahead,  do  something,  and  be  willing  to  take  responsibility. 

Learn  by  your  mistakes. 

Here  are  two  more: 

Some  men's  religion  is  like  the  buttons  on  the  back  of  their  coats.     They 
have  no  use  for  them,  but  hate  to  be  without  them. 

The  late  Senator  Thomas  C.  Piatt's  motto  was: 

Be  wise  rather  than  eloquent. 
Be  kind  rather  than  polite. 
Be  useful  rather  than  famous. 

Close  packed  phrases  are  originating  in  localities  and  in  the 
country  steadily.  It  is  possible  to  pick  up  good  ones  that  will 
fit  titles  of  sermons  or  the  spirit  of  the  church. 
andPush  Chancellor  Henry  A.  Buchtel  gave  to  the  Com- 
mercial Club  in  Denver  one  of  the  finest  permanent 
mottoes  the  writer  knows.  It  should  characterize  the  spirit 
and  efforts  of  the  to-day  pastor.  Here  it  is:  "Smile  and 
Push."  Faith  will  enable  him  to  smile  always  and  fit  him 
to  be  a  conqueror  in  every  situation.  Push  will  characterize 
energy,  high  aim,  and  determination,  and  will  find  a  way  to 
meet  every  problem.  We  must  use  constantly  something  to 
compel  even  our  members  to  realize  that  the  church  is  in 
existence  for  them,  and  that  it  is  their  church,  and  that  without 
them  it  must  be  weaker. 


PERMANENT  MEMBERSHIP  REMINDERS  393 

Countless  hundreds  of  church  members  are  absolutely  worth- 
less to  their  organization.  Publicity  that  will  command  their 
loyalty  and  cooperation  is  more  valuable  than  that  which  will 
bring  in  new  members.  They  sleep  in  easy  satisfaction  be- 
cause enrolled  on  the  records.  Responsibility  must  be  enforced 
and  energy  aroused — advertising  material  that  mirrors  their 
true  state  or  fires  zeal  is  beyond  estimate  in  value.  Better 
omit  other  duties  to  formulate  and  distribute  it. 

Without  doubt  the  various  denominational  publishing  houses 
have  supplies  of  fit  and  beautiful  greetings,  mottoes,  and  cal- 
endars. 


CHAPTER  XIX 

Employing  Printed  Bulletins  and  Booklets — Effective 
Distribution 

It  Struck  The  writer  received  a  letter  some  time  ago  which 
Home  contained  the  following: 

I  am  sorry  to  say  that  I  am  not  a  Christian  and  have  not  attended  any 
meeting  in  churches  for  many  years.  I  found  one  of  the  Announcers  of 
your  church  on  the  table  in  the  office  at  the  hotel  where  I  am  stopping, 
and  thought  for  once  that  it  would  be  interesting  to  see  what  was  going 
on  in  churches  nowadays. 

Then  follows  a  confession  and  request  for  prayer  from  a  very 
intelligent  person.  Such  incidents  drive  home  the  value  and 
the  importance  of  worthful  printed  Sunday  Bulletins  or  An- 
nouncers. 

Local  Many  pastors  count  a  local  church  paper  very 

Church  valuable.  The  Rev.  Leopold  A.  Nies  writes  as 
Paper  follows: 

At  Stanton  Avenue  we  had  a  strong  weekly  church  paper  called  the 
Herald.  Twelve  hundred  copies  were  issued  each  week  and  put  in  the 
homes  Wednesday  by  carriers,  who  were  paid.  Cost  $1,200  per  year,  but 
paid  for  itself  in  advertising,  for  which  it  proved  a  good  medium.  Tests 
were  made  by  advertisers  which  demonstrated  its  value  to  them.  Ad- 
vertisers ask  for  space.  It  is  a  newspaper  and  does  not  interfere  with  the 
church  calendar. 

Others  have  had  a  similar  experience.  The  Woolverton 
Printing  Company  at  Osage,  la.,  makes  a  specialty  of  printing 
such  church  papers,  offering  a  plan  so  that  they  can  be  made 
to  pay  for  themselves  and  even  to  clear  money.  Unless  there 
is  a  situation  where  a  layman  will  make  it  possible  to  issue 
such  a  paper  without  straining  the  pastor,  it  is  better  to  put 
strength  and  brightness  into  the  printed  bulletin  for  Sunday. 
The  Rev.  Pierce  A.  Crow,  himself  a  natural  newspaper  man, 
and  constantly  keeping  his  hand  in  at  the  business,  issues  such 
a  stirring,  enthusiastic,  newsful  bulletin  that  one  must  read 
it  through  and  keep  it  afterward  too.  Personals  ought  not  to 
be  put  into  this  sheet,  but  news  of  vital  interest  to  the  local 

394 


BULLETINS  AND  BOOKLETS  395 

church  and  to  the  kingdom  of  God  builds  courage  and  opens 
eyes  to  possible  usefulness.  Here  is  a  sample  news  item  in  the 
''Calendar"  of  the  Central  Congregational  Church,  Philadel- 
phia: 

Seventy-five  per  cent  of  the  deaths  of  employees  in  the  Philadelphia 
textile  industries  are  due  to  tuberculosis.  Ventilation  is  generally  ignored, 
in  contrast  with  English  mills,  where  the  death  rate  from  this  disease  is 
forty  per  cent  lower. 

Although  Philadelphia  has  no  tenements,  its  slum  districts  are  worse 
even  than  the  worst  tenements.  In  these  districts  there  are  nineteen 
miles  of  streets  without  sewers,  and  the  rickety,  densely  crowded  habita- 
tions have  become  centers  of  infection  for  the  whole  city.  Under  the 
present  law,  sanitary  inspectors  can  act  only  on  complaints  brought.  This 
results  in  practically  nullifying  the  law. 

Anticipatory  items  keep  interest  fresh  and  alert  and  insure 
regular  attendance.  The  writer  himself  dictates  the  "An- 
nouncer" every  week  and  counts  it  time  well  spent 
aWe°^^*'  because  the  people  and  neighborhood  come  to  value 
Medium  i^'  ^^^  ^^us  it  is  able  to  carry  a  message  and  draw 
people  to  the  church.  It  is  a  waste  of  space  to  print 
a  list  of  the  church  officers  and  committees  every  week.     This 

i  WASHINGTON   BROS.  t 

I  NEGRO     JUBILEE    QUARTET^ 

*  SING  AND  PLAY 

T  OLD-TIME  RELIGIOUS  SONGS 

^  AT  THE 

t  Happy    Sunday    Evening,    7.45 

^   Talk  Subject;  "WASTED  MONEY" 

t  NEXT    SUNDAY,    7.45    P.  M.  ? 

^  THE    CELEBRATED  ^ 

t  CHICAGO  LADIES'  ORCHESTRA  ^ 

A  Professional  Highly  Skilled Varied  Program ^ 

^  ~  "MY    FAILURES"  4 

A            Sermon  lubject  at   1 1                           Mrs.  Passover  and  Mrs.  Burress  render  duet  A 

Y    VESTED  CHOIR Y 

1  Saturday  Evening,    Moving  Pictures  ? 

5      3  P.M..  Children— Free  8.15  P.M.,  Adulte— SUvei  Offering     J 

^  Ejitertainer  or  Concert  Company  assists  A 

A  Remember  F.  G.  Smith,  the  Manufacturer  of  the  Bradbury  Pianos.  Salesrooms,  142  Fifth  x 
4  Avenue,  comer  of  1 9th  Street  Y 


396  CHURCH  PUBLICITY 

was  dropped  from  the  Announcer  of  Grace  Church,  and  in  its 
place  the  back  is  filled  with  display  announcements  of  special 
things.     See  reproduction,  reduced  three  fourths,  on  page  395. 

It  is  well  to  carry  a  full  list  of  the  workers.  If  the  church 
supports  a  foreign  missionary  pastor,  that  name  on  the  front 
will  do  much  good.  It  is  also  cheering  to  the  volunteer  singers, 
and  even  attractive  to  outsiders,  if  frequently  all  the  names  of 
the  volunteer  choir  are  printed.  Where  the  central  church  is 
responsible  for  one  or  more  missions,  that  also  should  be  noted 
to  draw  support  and  to  enhance  the  estimate  of  the  reader 
for  that  particular  church.  A  compact  and  brief  program 
for  the  meetings  of  the  whole  week  should  be  printed  in  a  con- 
spicuous place.  Further  description  can  go  into  the  news 
paragraphs. 

The  First  Baptist  Church,  of  Vineland,  N.  J.,  has  a  happy 
phrasing  for  the  regular  services,  as  follows: 

Sunday-       ^^^^  SERVICES 

10:30  A.M. — The  Church  Worshipping. 
12:00  M.     —Bible  School. 

The  Church  Studying. 
6:30  P.M.— The  B.  Y.  P.  U. 

The  Church  Training. 
7:30  P.M. — The  Church  Serving. 
Thursday  : 

7:45  P.M. — The  Church  Praying. 
Friday  Evenings: 

The  Church  Entertaining. 

Children's  Concerts,  Socials,  etc. 

The  names  given  the  church  bulletin  are  multitudinous, 
Many  now  place  on  it  only  the  name  of  the  church  and  have  no 
further  designation.  It  is  important  to  have  an 
Name  and  attractive  front  page.  Mr.  Scott  in  his  Psychology 
Up  ^"  of  Advertising  emphasizes  the  fact  that  all  of  us 
have  the  instinct  which  recognizes  anything  that 
looks  well.  We  are  impressed  by  it.  Therefore  coarse,  crude, 
cheap  printing  is  not  consistent  with  the  position  of  the  church 
or  its  purpose  in  the  world. 

It  is  very  poor  policy  to  allow  either  the  exterior  or  the  in- 
terior of  the  church  building  to  get  dingy.  When  we  see  a 
business  house  in  that  condition  we  immediately  conclude  that 
it  has  little  life  and  prosperity.  It  is  better  to  do  without  an 
Announcer  totally  than  to  have  one  that  is  ridiculously  cheap. 
One  of  America's  most  prominent  churches,  which  had  as  pastor 


BULLETINS  AND  BOOIO^ETS  397 

a  man  afterwards  a  bishop,  issued  such  an  Announcer  4x5  inches, 
printed  on  the  cheapest  newspaper  stock. 

Dr.  Brougher's  church  Announcer  prints  on  the  front  page 
a  new  bibhcal  picture  every  week,  with  a  Scripture  verse  under 
it.  Some  others  at  intervals  carry  such  a  picture  on  the  inside. 
Dr.  Durkee  reproduces,  with  cuts,  the  pictures  found  in  his 
Sunday  school  room.  Many  reproduce  a  half-tone  of  the 
church  building.  This  necessitates  the  use  of  paper  which  is 
not  as  suitable  as  it  might  be  for  the  particular  purpose  in 
hand. 

The  Westminster  Presbyterian  Church,  of  Baltimore,  under 
a  picture  of  its  church,  appropriately  marks  out  a  fact  that  will 
make  the  building  memorable,  as  follows:  "This  church  is  the 
guardian  of  the  remains  of  Edgar  Allan  Poe." 

It  is  becoming  increasingly  common  to  reproduce  an  artistic 
sketch  of  the  steeple  or  upper  part  of  the  building.  When  the 
lamented  Dr.  Fayette  L.  Thompson  was  pastor  of  the  Lindell 
Avenue  Methodist  Church,  Saint  Louis,  he  had  a  beautiful 
sketch  made  of  the  two  doors  entering  the  church  and  repro- 
duced them  in  tasty  colors  on  the  front,  while  printed  between 
were  the  words,  "Enter  into  his  gates  with  thanksgiving,  and 
into  his  courts  with  praise." 

Dr.  A.  H.  Goodenough  of  Bristol,  Conn.,  used  an  artistic 
reproduction  of  his  church  steeple. 

The  Rev.  Joseph  C.  Nate  photographed  his  main  entrance 
with  the  name  of  the  church  over  it,  and  used  this  appropriately 
on  the  front  of  the  Announcer.  Such  a  picture  suggests  that 
the  door  is  open  for  all  who  will  come. 

It  is  well  to  notice  the  different  special  Sundays  by  a  change 
in  dress  for  the  bulletin.  Memorial  Sunday  appropriately 
calls  for  a  flag.  The  New  Year's  edition  speaks  doubly  strong 
if  adorned  with  mistletoe.  The  First  Congregational  Church 
at  Hyde  Park,  Mass.,  reproduces  the  outside  and  inside  of  the 
church  on  the  front  of  the  Announcer.  This  more  forcefully 
impresses  the  hominess  of  the  building. 

Here  are  a  few  striking  details  about  church  bulletins  that 
Note-  ^^IP  i^^ke  them  impressive  and  so  aid  in  publicity, 

worthy  The  First  Evangelical  Lutheran  Church  of  Phila- 

Details        delphia  has  the  following  at  the  top : 

God's  Word  and  Luther's  Doctrine  Pure  Forever  Shall  Endure. 
Dr.  Brougher  prints  the  following  on  the  front  of  his  paper : 


398  CHURCH  PUBLICITY 

A  GLAD  HAND  FOR  YOU 

To  all  who  mourn  and  need  comfort — to  all  who  are  tired  and  need  rest — 
to  all  who  are  friendless  and  want  friendship — to  all  who  are  lonely  and 
want  companionship — to  all  who  are  homeless  and  want  sheltering  love — 
to  all  who  pray  and  to  all  who  do  not,  but  ought — to  all  who  sin  and  need 
a  Saviour,  and  to  whosoever  will — this  church  opens  wide  its  doors,  and 
in  the  name  of  Jesus  the  Lord,  says — "Welcome." 

Dr.  Anderson,  Elm  Park  Church,  Scranton,  Pa.,  has  the 

following : 

If  thou  turn  away  thy  foot  from  the  sabbath,  from  doing  thy  pleasure  on 
my  holy  day;  and  call  the  sabbath  a  delight,  and  the  holy  of  Jehovah  honor- 
able; and  shalt  honor  it,  not  doing  thine  own  ways,  nor  finding  thine  own 
pleasure,  nor  speaking  thine  own  words:  then  shalt  thou  delight  thyself 
in  Jehovah;  and  I  will  make  thee  to  ride  upon  the  high  places  of  the  earth; 
and  I  will  feed  thee  with  the  heritage  of  Jacob  thy  father:  for  the  mouth 
of  Jehovah  hath  spoken  it. — The  Bible. 

The  writer  puts  the  following  words  in  the  middle  of  the 
Announcer : 

This  is  our  Father's  house.  Feel  at  home.  We  are  fellow  members 
of  his  family.  Lay  ofiF  burdens.  Relax  nerves.  Push  away  anxiety. 
Breathe  prayerfully.  Believe  for  visions.  Listen  expectantly.  Get 
blessings  to  be  a  blessing.     God  never  faileth. 

The  New  Year's  Announcer  carried  a  prayer  appropriate  for 
the  day,  as  follows: 

A  PRAYER  FOR  THE  NEW  YEAR 

We  rejoice,  our  Father,  as  we  meditate  on  the  year's  experiences.  Thine 
eye  has  been  upon  us.  Always  the  Everlasting  Arms  were  beneath. 
We  wandered  often.  We  even  grew  weary.  We  forgot  and  complained. 
But  progress  has  been  steady.  We  sit  with  thee  on  the  threshold  of  a 
new  year.  What  does  it  hold.^  We  know  not.  We  rest  in  thy  love. 
That  will  insure  all  good.  Prune  us  when  necessary,  O  Great  Gardener, 
but  sustain,  also.  Flood  our  souls  with  a  constant  sense  of  thy  nearness. 
Make  us  brave.  Spur  us  to  toil  diligently.  Check  our  scowls  and  snap- 
ping words.  Bathe  us  often  in  the  calming  peace  of  thy  voice.  Make 
our  ways  straight.  Keep  us  until  the  finishing  hour.  In  our  Elder  Broth- 
er's name.     Amen. 

Dr.  Bennett,  of  Salina,  Kan.,  prints  on  the  back  of  his 
Announcer  a  suggestive  goal,  as  follows : 

*'109"— OUR  MARK,  THIS  YEAR 
To  Get: 
109  New  Church  Members. 
109  at  Midweek  Meeting,  Wednesdays. 
109  Members  in  Young  Worshippers  League. 
109  Members  in  Epworth  League. 
109  Members  in  the  Brotherhood. 
109  Members  in  the  W.  F.  M.  S. 


BULLETINS  AND  BOOKLETS  399 

109  Members  in  the  W.  H.  M.  S. 
109  Subscribers  to  our  "Advocates." 
$10,900  Subcribed  to  New  Church. 
"Expect  Great  Things  from  God; 
Attempt  Great  Things  for  God." 

Dr.  Montgomery,  Washington,  D.  C,  prints  a  weekly  motto. 
Here  is  one  of  them: 

MOTTO  FOR  THE  WEEK 

Try  it  for  this  week,  I  beseech  you,  to  preserve  yourself  in  an  easy  and 
cheerful  frame  of  mind.  Compare  the  week  in  which  you  have  rooted  out 
the  weed  of  dissatisfaction  with  that  in  which  you  have  allowed  it  to 
grow  up,  and  you  will  find  your  heart  open  to  every  good  motive,  your 
life  strengthened  and  your  breast  armed  with  a  panoply  against  every 
trick  of  fate;  truly,  you  will  wonder  at  your  own  improvement. 

He  adds  a  few  epigrammatic  sentences  in  a  paragraph  next 
to  the  weekly  announcements : 

Only  little  heads  get  the  big  head. 
Spare  the  rod  and  get  beaten  by  the  child. 
The  man  who  puts  off  generally  gets  put  off. 
The  bee  that  gets  the  honey  doesn't  loaf  around  the  hive. 
The  greatest  work  on  earth  for  a  man  is  to  make  a  man. 
If  you  ever  find  happiness  by  hunting  for  it,  you  will  find  it,  as  the  old 
woman  did  her  lost  spectacles,  safe  on  her  own  nose. 

A  good  suggestion  for  the  stranger  is  found  on  Dr.  W.  P. 
Odell's  Announcer: 

BIDE  A  WEE 

"If  after  Kirk  ye  bide  a  wee. 
There's  some  would  like  to  speak  to  ye. 
If  after  Kirk  ye  rise  and  flee. 
We'll  all  seem  stiff  and  cold  to  ye. 
The  one  that's  in  the  seat  with  ye 
Is  stranger  here  than  ye,  maybe. 
All  here  have  got  their  fears  and  cares — 
Add  your  soul  with  our  prayers; 
Be  ye  our  Angel  unawares." 

While  Charles  Stelzle  was  superintendent  of  the  Labor  Temple 
in  New  York,  he  always  wrote  one  of  his  terse  human  interest 
stories  for  the  back  of  the  Announcer.  The  Rev.  C.  B.  Dal  ton, 
D.D.,  Berkeley,  Cal.,  printed  at  New  Year's  time  in  his  Bulletin 
"Ten  Royal  Resolutions,"  reproduced  in  another  place  in  this 
book. 

While  Bishop  Quayle  was  pastor  of  Saint  James  Methodist 
Episcopal  Church,  in  Chicago,  he  wrote  a  prayer,  brief  and 
beautiful,  for  the  back  of  the  Bulletin  each  week. 

The  question  as  to  how  the  church  Announcer  can  be  paid 


400  CHURCH  PUBLICITY 

for  will  naturally  come  up.  It  is  no  small  item  of  expense,  and 
especially  so  if  it  be  made  attractive.  Dr.  Caswell  gave  the 
back  of  his  Bulletin  to  advertisers  and  thus  received  more  than 
enough  to  pay  for  it.  The  Waveland  Avenue  Congregational 
Church  in  Chicago  was  fortunate  enough  to  have  as  a  member 
a  printer  who  was  willing  to  issue  the  Bulletin  free  every  week, 
with  only  this  statement  at  the  bottom:  "If  you  appreciate 
this  calendar,  send  in  your  printing.  One  good  turn  deserves 
another"  (with  the  printer's  name  and  address). 

It  is  absolutely  necessary  to  show  many  people  that  the 
church  is  a  vital  institution  in  the  community.     This  can  be 

best  done  by  collecting  and  publishing  reports.  It 
Annual  jg  g^jg^  cheering  for  the  membership  to  find  out  how 
Book  much  good  they  have  been  able  to  do  by  putting 

their  small  contributions  together  and  combining 
their  moments  and  hours  of  time.  No  church  is  too  small  to 
issue  such  reports.  It  ought  to  have  a  detailed  written  return 
from  every  officer  and  organization  in  the  church.  It  is  well  to 
include  in  this  the  names  of  the  membership.  A  brief  history  of 
the  local  church  ought  not  to  be  omitted.  *'The  White  Church," 
at  Chicopee  Falls,  Mass.,  issues  one  just  large  enough  to  carry 
in  the  inside  coat  pocket.  It  often  surprises  people  to  look  over 
such  a  book  and  discover  that  a  neighbor  is  also  a  member  of 
their  church.  It  also  puts  folks  on  their  mettle  when  they 
recognize  that  people  will  be  watching  them  as  a  member  of  the 
church.  It  encourages  another  one  to  see  that  he  is  not  wholly 
alone  in  the  community. 

Since  it  is  natural  for  the  writer  to  put  his  ideal  into  form  as 
near  as  possible,  the  contents  of  one  Year  Book  issued  by  Grace 
Church  is  here  given.  The  pastor's  Foreword  briefly  describes 
the  helpers  and  compacts  the  points  in  the  report  to  follow. 
Then  comes  a  brief  history  of  the  church,  a  list  of  the  oflScers 
and  helpers,  a  report  of  the  church  treasurer,  with  a  recapitu- 
lation of  the  financial  statement  of  seventeen  different  organi- 
zations and  funds,  so  that  the  whole  can  be  totaled  to  find  out 
how  much  money  was  raised  during  the  year.  Then  follows 
*'A  History  of  Methodism,"  in  New  York  city  by  the  Rev.  A. 
B.  Sanford,  D.D.,  an  authority;  another  on  *'The  Importance 
of  the  Sunday  School"  by  Professor  Norman  E.  Richardson, 
of  Boston  University  School  of  Theology;  and  a  third  article, 
*Ts  Bible  Study  Worth  While.^"  by  the  Rev.  F.  C.  Eiselen, , 
Ph.D.,  of  Garrett  Biblical  Institute,  Chicago.     Then  comes  a 


BULLETINS  AND  BOOKLETS  401 

written  report  from  every  department  of  the  church,  together 
with  the  officers  of  the  various  organizations,  as  follows : 

The  Sunday  School. 

Epworth  League. 

Pastor's  Aid  Society. 

Deaconess  Department. 

Methodist  Brotherhood,  Chapter  910. 

The  Young  Men's  Club. 

Woman's  Foreign  Missionary  Society. 

Young  Woman's  Foreign  Missionary  Society. 

Woman's  Home  Missionary  Society. 

Queen  Esther  Circle. 

Queen  Esther  Junior  Circle. 

Home  Guards. 

A  complete  list  of  the  membership  is  then  printed. 

Opposite  each  news  page  is  one  of  advertising.  This  is  not 
ideal,  but  was  necessary  at  this  particular  church,  for  by  this 
means  the  Year  Book  of  seventy-two  pages  was  paid  for  and 
$300  more  cleared. 

The  pastor  was  so  certain  that  such  a  report  would  do  untold 
good  in  giving  the  members  something  to  talk  about,  and 
answering  the  charges  of  the  scoffer  that  the  church  did  not  do 
anything,  that  he  gave  days  of  time  to  get  it  into  shape  and  to 
insure  its  success.  Business  institutions  enforce  their  indis- 
pensability  by  publishing  abroad  the  good  things  they  do.  It  is 
perfectly  legitimate  for  the  church  to  demonstrate  that  it  is  a 
power  in  the  community  through  the  exhibit  of  reports. 

It  is  well  for  the  various  organizations  to  issue  little  booklets 
of  their  own. 

RcpotT  ^^  ^4"^^  ^^^^^  ^^^^^  connected  with  the  Norfolk 

Booklets  Methodist  Church  of  Guelph,  Ont.,  put  out  a  neat 
little  report  of  that  kind  in  connection  with  its  annual 
banquet.  The  Epworth  Bible  Class,  of  Chicago,  also  expresses 
its  strength  by  a  splendid  anniversary  souvenir.  Its  adorn- 
ment is  consistent  with  the  purpose  and  work  of  the  class  and 
is  therefore  notable. 

The  Brooklyn  South  District  Epworth  League,  under  the 
leadership  of  Clarence  W.  Hodge,  its  president,  issued  a  re- 
markable report  book  of  one  hundred  and  fifty  pages  for  its  an- 
nual convention.  In  the  back  of  the  book  were  blank  pages 
for  memoranda. 

The  First  Methodist  Church  of  Corona,  Cal.,  made  a  fine 
combination  in  celebrating  its  Quarter-Centennial  Jubilee  by 


402  CHURCH  PUBLICITY 

filling  the  book  with  pictures  advertising  the  town  and  com- 
munity, and  thus  probably  saving  itself  any  outlay.  This  did 
not  cheapen  but  rather  enhanced  the  booklet,  while  it  enabled 
the  church  to  issue  a  beautiful  pamphlet. 

The  Rev.  Frank  B.  Lane,  of  the  First  Baptist  Church,  Vine- 
land,  N.  J.,  issued  a  special  song  book  for  his  children's  meet- 
ings, paying  for  it  with  advertisements.  The  children  would 
value  this  booklet  because  it  was  given  to  them  as  their  very 
own. 

Many  churches  issue  cook  books  containing  recipes  written 
by  the  different  members.  That  has  a  peculiar  value  to  the 
membership,  since  it  interests  folk  in  each  other,  and  furnishes 
reminders  of  individuals  in  the  very  food  that  is  prepared.  It 
brings  forward  the  name  of  the  church  at  pleasant  periods. 

The  Rev.  E.  Howard  Brown  prepared  an  attractive  and  useful 
memorandum  book  with  a  few  facts  about  the  church  in  it,  but 
also  containing  many  blank  leaves.  This  he  distributed  freely 
in  the  community,  where  it  was  highly  valued  and  still  offered  a 
medium  of  publicity.  The  Rev.  Frank  E.  Whitman,  pastor. 
First  Congregational  Church,  Pocatello,  Ida.,  put  a  neat  ad 
in  two  colors  on  the  back  of  the  menu  card  of  the  leading 
confectionery. 

Much  publicity  is  spoiled  by  poor  distribution.  Nothing  is 
more  important  than  that  the  copy  prepared  be  well  scattered 
to  the  right  people  at  opportune  times  and  secure 
tion"  ^"  ^^^  maximum  of  effect.  The  writer  has  made  it 
his  rule  to  distribute  about  one  third  of  the  church 
Announcer  in  the  neighborhood.  In  Denver,  people  watched 
for  the  boy  to  come  along  with  them,  so  that  they  might 
read  the  news.  They  thus  became  interested  in  the  insti- 
tution, and  before  they  knew  it  came  over  to  see  some  of  the 
attractions  announced.  In  New  York  city  the  elevator  apart- 
ments will  not  admit  ordinary  advertising,  but  they  will  accept 
the  little  church  Announcer  which  gives  the  services  and  features 
for  the  week. 

The  Rev.  D.  E.  Weigle,  D.D.,  says: 

We  print  our  Sunday  program  and  distribute  it  to  the  people  for  their 
Sunday  morning  breakfast.  If  they  have  nowhere  to  go  to  church,  we 
get  them.      Mail  many  in  one-cent  stamped  envelope. 

The  Rev.  A.  Hamilton  Nesbitt  serves  in  a  country  community 
where  there  are  many  summer  boarding  places.  To  reach 
these  people  he  says : 


BULLETINS  AND  BOOKLETS 


403 


I  place  blotters  in  every  room  at  all  hotels  and  boarding  houses,  and 
I  personally  distribute  other  material  to  the  people  leaving  church  after 
all  services,  and  also  distribute  the  annual  report  to  show  people  we  are 
alive. 


fto\iLr- 


of  so. 


rii(?ia\t<c,SiHam  «"t 


UP-To-NoW 


Ha 


mQE. 


BifWIOf 

^^0(?^(f^(;^of?$>/f p  ^r  ifj-evrrT 


The  writer  prepared  a  blotter  which  was  distributed  through 
all  the  offices  in  Denver  and  placed  on  the  desks  by  a  trusted 
young  man.  In  New  York  a  crude  pen  drawing  made  on  a  card, 
advertising  the  Sunday  evening  service,  was  photographed  and 


404  CHURCH  PUBLICITY 

reproduced  on  the  back  of  a  blotter.  People  seeing  it  on  the 
desk  would  imagine  that  some  one  had  laid  it  down  and  that  it 
was  really  made  with  a  pen.  It  thus  became  very  effective 
after  careful  distribution. 

The  Presbyterian  Brotherhood  of  the  Church  of  the  Covenant 
in  Cincinnati  distributed  a  blotter  with  a  strong  invitation 
printed  upon  it  to  all  the  hotels. 

Immanuel  Presbyterian  Church,  in  Milwaukee,  places  a  new 
blotter  on  every  writing  desk  in  every  hotel  in  that  city  on 
Saturday  night.  This  has  an  immediate  effect  in  bringing 
hotel  guests  to  that  church.  The  Christian  Endeavor  Society 
caught  the  idea  and  suggested  that  picture  post  cards  of  the 
church  accompany  the  blotters,  and  quickly  they  brought  it  to 
pass.  Then  blotters  were  furnished  to  colleges  of  the  city, 
while  a  business  house  asked  for  three  hundred  to  put  them  on 
the  desks  of  its  employees. 

The  advertising  helper  at  Grace  inclosed  an  Announcer  with 
the  accompanying  card  in  an  envelope  and  addressed  it  to  over- 
Sunday  guests  at  the  nearby  hotels  and  many  worthful  cases 
were  traced: 

-^/X^  M  Ok/  rkjAy6^friAjJ(  ^Ji^Judr<JzJ^        oJMa^  Au/uXju^  (lfAm.cJic/ 

'Wf^  Lxlf  aX4  J?^ft^AJ  (^  ^^^^  (^']'^T(wM.ci<<KJ 

4v<rWA(^Ay  -OHi^livM   J^Kjju^A*J^  <iutM^a  rVtrvf^  ft(iei^j(  fyvw^AJUtJ( 

0  V^  ^^<iJA,I^    m,AXtiJUA/M^A<.>A£A^ 


Wa^ 


Dr.  Cox  goes  after  folk  through  the  mails.     He  writes: 

I  place  placards  in  chief  hotels.      Mailing  list  added  to  each  Sunday 

by   grasping  strangers.      Calendars   mailed  weekly   to  casual  attendants, 

placed  in  hotels,  and  in  students'  fraternity  houses. 


BULT.ETINS  AND  BOOKLETS  405 

The  writer  has  had  all  the  Announcers  found  in  the  church 
Monday  morning  gathered  up  and  turned  over  to  a  layman 
who  mails  them  to  a  list  of  folks  who  are  interested  in  the  church, 
of  ex-members  who  were  likely  to  return  to  the  city,  prospective 
members  who  do  not  live  near  nor  attend  regularly,  and  of  men 
of  means  who  have  assisted  the  church  in  one  way  or  another, 
or  whose  friendship  is  being  cultivated  for  the  church,  as  well 
as  to  a  few  aggressive  pastors,  who  exchange.  In  this  way  not 
a  single  one  is  wasted.  It  does  not  matter  if  the  paper  is  a  bit 
soiled  and  a  few  days  late,  it  still  serves  to  tie  the  one  receiving 
it  to  the  local  church. 

It  is  exceedingly  difficult  for  the  Christian  man  to  find  a 
wineless  club  room  in  this  country.  The  traveling  man  longs 
for  such  a  cozy  retreat.  When  one  does  exist  such  as  "The 
Federation  Club"  in  Los  Angeles,  the  churches  ought  to  be 
glad  to  spread  the  news  in  their  advertising,  so  that  churchmen, 
hungry  for  that  atmosphere,  could  know  where  to  find  it. 

Some  day  the  Gideons  will  take  on  a  new  line  of  work.  They 
will  issue  some  kind  of  a  publication  which  will  give  a  list  of  the 
hotels  in  the  United  States  which  do  not  have  bars.  Europe 
is  far  ahead  of  us  in  that  respect,  since  they  have  scores  of  com- 
fortable temperance  hotels. 

The  Rev.  Thomas  J.  J.  Wright  set  his  ushers  at  a  good  task : 

«  .    J  Our  ushers'  union  is  now  slumming  and  carrying  an  ad- 

^  tb   H«s       vertising  campaign  into  pool  rooms,  cigar  stores,  on  street 
corners,  and  in  hotel  bulletins. 

This  work  will  make  better  ushers  of  them.  They  can  hand 
out  personal  cards  while  they  do  the  other  general  work,  sug- 
gesting that  the  individual  receiving  it  look  them  up  when  they 
come  to  church  and  that  then  they  will  be  given  special  attention. 
The  ushers  will  by  this  plan  also  learn  how  to  get  into  close 
touch  with  the  people  they  receive  at  the  church. 

One  of  the  most  important  commissions  for  the  best  publicity 
work  is  that  held  by  the  usher.  If  he  can  completely  satisfy 
the  person  who  comes  to  the  church  for  the  first  time,  that 
person  will  feel  so  good  that  the  service  will  do  him  good  and 
he  will  come  back  again  and  also  carry  away  a  good  word  to 
others. 

A  writer  in  System,  suggests  to  a  haberdasher  that  he  send 
around  to  a  selected  list  of  customers  one  sock,  with  the  state- 
ment that  if  that  is  brought  to  his  store  he  will  furnish  the  mate 
to  it  for  fifteen  cents.     What  wisdom  there  is  in  that  message! 


406  CHURCH  PUBLICITY 

Few  people  would  be  willing  to  throw  away  the  one,  and  fifteen 
cents  seems  very  small.  When  they  went  to  the  store  they 
would  be  apt  to  buy  something  else.  Is  there  not  some  similar 
method  which  could  be  devised  by  the  church  to  get  people 
inside  once,  so  they  could  taste  the  happified  atmosphere  and 
discover  how  absolutely  helpful  it  was. 

The  church  is  fortunate  indeed  which  can  organize  a  force  of 
boys  into  willing  messengers.  It  is  usually  so  diflScult  to  get 
young  fellows  who  will  honestly  deliver  advertising  matter  or 
go  on  errands  without  pay.  Several,  however,  are  used  by  the 
Rev.  George  W.  Owen,  D.D.: 

I  have  a  system  of  messenger  boys  who  deliver  printed  matter  to  the 
houses  in  our  parish. 

J.  Ritchie  Patterson,  the  remarkable  teacher  of  the  Ep worth 
Bible  Class,  gives  his  estimate  of  the  best  methods  for  distri- 
bution, as  follows : 

The  mail  is  the  best,  all-the-year  round  method  of  distribution.  It  is 
certain;  other  kinds  of  distribution  depend  on  the  distributor.  It  reaches 
the  home;  is  read  in  the  quietude  of  the  family  circle,  is  a  subject  of  dis- 
cussion and  the  consequent  impression  is  made  and  decisions  to  respond 
to  the  printed  appeal  are  made.  The  mail  too  is  cheap.  May  be  a  penny 
postal  or  an  elaborate  folder.  You  can  time  the  impression  most  op- 
portunely— just  far  enough  in  advance  to  be  the  psychological  moment. 
Here  is  a  principle  that  I  tie  to:  Go  into  plenty  of  description  of  what  is 
to  be  given.  People  need  to  have  a  lot  of  argument  and  explanation  to 
be  drawn  to  a  place  to  spend  a  couple  of  hours.  Don't  leave  much  to  the 
imagination. 

He  wraps  up  much  wisdom  in  a  small  paragraph.  His  de- 
clarations are  certainly  true  with  a  church  located  in  a  city. 

The  Rev.  Fred  K.  Gamble  feels  that  it  is  equally  true  in  the 
rural  village.     He  says : 

Getting  a  Topics  for  a    week's  services    printed  on   post    card  and 

Mailing  mailed  to  every  family  in  the  community  (rural  village)  not 
List  aflBliated  with  some  other  church  bring  the  best  results. 

The  Rev.  Charles  L.  E.  Cartwright,  D.D.,  of  North  Avenue 
Methodist  Episcopal  Church,  Pittsburgh,  has  devised  a  happy 
plan  to  secure  a  mailing  list.  He  calls  it  "Ask-One-a-Week 
Circle.'*  Each  man  pledges  himself  to  invite  a  stranger  to 
church,  and  then  hands  a  card  to  the  pastor  giving  the  name  and 
address  of  that  stranger.  The  pastor  then  sends  him  a  circular 
letter  opening  as  follows : 

Through  a  mutual  friend,  your  name  has  come  to  me,  and  I  take  the 
liberty  to  send  you,  added  to  your  friend's  invitation,  my  own  personal 


BULLETINS  AND  BOOKLETS  40T 

invitation  to  you  to  pay  us  a  visit  at  North  Avenue  Methodist  Episcopal 
Church. 

A  mailing  list  of  over  three  hundred  non-members  was  secured 
within  six  months  by  this  method. 

The  Rev.  F.  T.  Keeney  employs  a  similar  plan.     He  says : 

A  mailing  list  of  from  two  to  three  hundred  men  is  constantly  available, 
through  the  personal  acquaintance  of  the  pastor  and  helpful  suggestions 
from  friends,  of  persons  who  are  entirely  outside  of  church  influence,  or 
are  only  very  remotely  related  to  any  church.  At  intervals  of  two  or 
three  months  an  announcement  of  some  special  feature  of  our  work  is 
mailed  to  each  person  on  this  list,  with  the  result  of  attracting  their  at- 
tention, often  gaining  both  their  friendship  and  attendance,  and  strength- 
ening thereby  the  slight  tie  between  them  and  the  church. 

The  Rev.  Herbert  J.  White,  D.D.,  employs  the  following 
plan: 

Bunches  of  five  post  cards  announcing  next  meeting.  A  bunch  to  each 
attendant  Sunday  before  to  be  addressed,  stamped,  and  mailed  by  him 
as  a  part  of  his  work.     This  has  been  a  big  success. 

The  business  man  never  stops  his  persistency  in  letter- 
writing.  H.  E.  Barnes,  of  the  Barnes  Commercial  School, 
Denver,  is  a  rare  genius  at  this  thing.  He  has  hundreds  of 
young  people  whose  names  he  secures  soon  after  they  enter 
high  school,  and  these  he  follows  up  month  after  month  until 
they  are  sure  that  he  knows  all  about  them  and  are  amazed  to 
discover  that  fact.  Naturally,  in  a  little  while  he  draws  them 
into  his  school. 

In  this  way,  after  a  little  more  than  half  a  dozen  years, 
starting  with  an  absolutely  new  school,  he  has  built  up  in  Denver 
a  school  with  an  enrollment  of  over  one  thousand  every  year. 
While  his  brother  is  a  remarkable  teacher,  yet  the  organizing 
genius  of  H.  E.  Barnes  has  much  to  do  with  his  success. 

Mr.  Barnes  is  now  employing  the  same  methods  as  superin- 
tendent of  Grace  Methodist  Sunday  School.  When  anyone 
enrolls  they  get  a  personal  letter  from  him,  congratulating  them 
on  that  fact.  If  they  drop  out  one  Sunday,  he  knows  it  and 
they  receive  a  letter.  He  has  a  perfect  system  of  different 
colored  cards  for  different  kinds  of  prospects.  An  untrained 
girl  can  handle  them  for  the  mailing  of  a  follow-up  letter. 

Great  business  concerns  now  gain  much  of  their  success 
through  the  method  of  persistently  following  up  people.  The 
Follow  Ud  ^^^^^^  ^^^  recently  organized  such  a  system  for 
for  Mem-  prospective  members.  A  card  is  handed  to  one  of 
bership       the  assistants,  or  to  a  trusted  member,  to  call  upon  an 


408  CHURCH  PUBLICITY 

individual.  Notations  concerning  the  call  are  made  upon 
the  card.  A  little  later  the  card  is  given  to  another  caller. 
The  former  notations  are  before  his  eyes  and  enable  him  to 
talk  intelligently  and  in  a  posted  way  when  he  does  call.  This 
astonishes  the  individual  and  opens  him  to  an  influence  that 
would  be  otherwise  impossible.  This  plan  has  been  loosely 
employed  for  several  years,  and  it  is  surprising  to  find  that  very 
few  of  those  who  are  persistently  followed  up  fail  ultimately 
to  join  the  church.  In  the  future  a  series  of  follow-up  personal 
letters  will  be  sent  to  some  who  cannot  be  easily  called  upon. 

The  J.  E.  Linde  Paper  Company,  New  York  city,  after  long 
experience  and  careful  study,  has  prepared  writing  paper  in 
different  colors,  fitted  for  various  sorts  of  communi- 
Colors  for  nations.  For  example,  they  have  one  called  Maltese 
Pap^r  Linen,  opaline,  of  which  they  say:    "For  compara- 

tively short  letters,  paper  and  envelopes  of  this  size 
lend  an  air  of  distinction.  It  is  bound  to  react  favorably  on 
the  person  sending  it."  The  Advertising  Manager  of  this 
company,  Mr.  W.  F.  Winslow,  very  kindly  furnished  samples  of 
twelve  to  fifteen  colors,  each  with  a  similar  suggestion.  He, 
however,  picked  out  three,  as  follows,  on  which  he  gave  a  sug- 
gestion as  to  its  use. 

There  is  a  buff  color  on  which  he  states :  "This  paper  is  neither 
expensive  nor  freaky,  but  it  is  sufficiently  unusual  to  command 
immediate  attention."  There  is  a  goldenrod  color  with  the 
following  statement  on  it:  "For  monthly  letters  or  special 
letters  to  regular  attendants.  This  is  strong  and  striking  and 
can  be  easily  seen  amongst  a  pile  of  correspondence."  A  soft 
green  paper  has  on  it  this  statement:  "For  general  correspond- 
ence. A  paper  of  good  quality  to  insure  respect  and  with  a  tint, 
unusual  but  not  loud." 

It  is  surprising  how  one  is  impressed  with  these  facts  as  they 
look  at  the  different  colored  sheets.  It  is  customary  for  the 
church  to  take  an  ordinary  white  letterhead  and  send  it  out, 
ofttimes  very  cheaply.  It  will  pay  to  send  fewer,  and,  if  neces- 
sary, to  make  those  few  rich  and  thoughtful  enough  to  burn 
their  way  deep  into  memory.  It  will  take  a  clear  brain,  pointed 
thinking,  and  fine  ingenuity  to  scatter  church  news,  and  thus 
make  friends  for  the  cause  and  for  the  individual  church. 


INDEX 


Absent  members,  correspond  with,  329. 

Admission  charge,  a  penny,  300. 

Advertisement  paying  for  a  calendar,  an,  385. 

Advertisements  excluded,  dishonest,  122;  list  of  excluded,  125. 

Advertiser,  qualifications  for  a  successful,  77. 

Advertising,  books  on,  96;  card,  a  children's,  299;  card,  resolutions  on 
an,  373;  card,  used  with  motion  pictures,  298;  cards,  illustrations  of, 
358;  cards  for  a  Sunday  school  class,  333;  copy,  questions  for  com- 
plete, 222;  do  business  men  object  to?  69;  form  for  Sunday  evening, 
261,  262;  helps  for  teaching,  88;  helps  insure  a  revival,  346;  insures 
a  revival,  365;  legitimate?  is  business,  73;  minister's  personaHty  aids, 
71;ofifends  the  conservatives,  30;  paragraphs,  teachful,  392;  person- 
ally, directing  the,  99 ;  requirements  for  successful,  94;  samples 
gathered,  90;  sentences,  valuable,  207;  sermon  themes  capable  of, 
243;  souvenirs  presented,  281;  stolen  by  fraudulent,  3;  a  Sunday 
school  class,  328;  talks  on  church,  276;  with  the  window  display,  224. 

Agreeable  impression,  an,  188. 

Agricultural  institute  formed,  149. 

Amusement  colunui,  soloist  announced  in,  144. 

Anniversary  illustration,  an,  190. 

Apostles'  Creed  studied,  184. 

Appeals  to  reach  all  classes,  190. 

Appetite  awakened,  170. 

April  Fool  social,  an,  341. 

Argument,  wasteful  and  effective,  95. 

Artists,  utiUzing  local,  197. 

Artists  represented,  192. 

Artists  utilized,  high  school,  214. 

Attendants,  getting  acquainted  with,  162. 

Attending  church  emphasized,  389. 

Attractions,  advertise  all  the,  86;  permissible  if  the  gospel  is  preached, 
258;  the  very  best,  86. 

Attractive  in  form,  396. 

Audience,  canvassing  an,  355;  for  inferior  speaker,  larger,  19;  increased? 
is  the,  37;  personal  workers  in  an,  356;  satisfy  the,  85. 

Audience  room,  a  bright,  260. 

Auto  parade  for  a  Chautauqua,  234. 

Automobiles  bringing  in  members,  238;  gathering  scholars  in,  332. 

Babies'  faces,  a  cut  of,  305. 

Band,  AustraHan  boys',  192;  in  Seattle,  a  brass,  23;  employed,  local,  142; 

objections  to  a  brass,  271. 
Banks'  New  Year's  resolution,  Louis  Albert,  372. 
Banners  on  street  cars,  234. 

409 


410  CHURCH  PUBLICITY 

Banquet  for  absentees,  a  report  of  a,  342;  program  in  a  small  town,  154. 

Banquets,  notable  men  speak  at,  152. 

Barnum  rejected  as  advertising  manager,  14. 

Baseball  pictures  employed,  192. 

Baseball  players  at  a  service,  278. 

Bell  an  early  publicist,  the  chm-ch,  15. 

Bell  ringer's  program,  262. 

Benefits  the  church  brings,  43;  scattered  by  advertising,  17. 

Benevolence  facts  pubhshed,  240. 

Bible  characters  modernized,  295;  prayer  meeting  subjects  on,  253. 

Bible -reading  book  mark,  a,  384. 

Bible  themes  for  adult  classes,  332. 

Bibles  bring  gospel  hght,  printed,  17. 

Billboard  awakens  a  careless  one,  25;  in  conspicuous  location,  painted, 

217;  copy,  dignity  in,  229;  general  copy  for,  232. 
Billboards  demand  a  "red"  sermon,  227;  objectors  to,  226;  the  peculiar 

value  of,  228;  those  who  favor,  227;  used  for  Lenten  services,  230; 

used  for  revivals,  230;  used  for  Scripture,  220. 
Binghamton  merchants  give  space,  22 
Blotters  in  business  offices,  241 ;  an  original  design  for,  403. 
Bonner's  mistake  led  to  fortune,  13. 
Book  mark,  a  ribbon,  307. 
Books  on  advertising,  valuable,  95. 
"Booster"  for  a  Sunday  school  class,  331. 
Booth's  first  success.  General,  18. 
Boy-Boosters*  campaign,  54. 
Boy  musicians  draw,  267. 
Boys,  a  card  for,  198;  a  corn  roast  for,  340;  information  about,  326;  making 

crayon-card  bulletins,  234;  organizations  for,  324. 
Boys  and  girls  into  the  church,  receiving,  319. 
"Boys'  "  and  "Girls'  "  Nights,  265. 
Brevity,  a  good  example  of,  199. 
Brisbane's  four  points,  Arthur,  93. 
Brooks*  words  for  a  card,  Phillips,  369. 
Brougher's  display  work  illustrated.  Dr.,  130. 
Bryan  lectures  in  Grace  Church,  W.  J.,  154. 
Bulletin,  the  front  page  of  the  church,  397;  used  for  display  advertising, 

395. 
Bulletin  board  invitation,  213;  with  sermon,  215. 
Bulletin  boards,  unique,  212. 

Bulletins,  mailing  out  church,  405;  striking  details  from  church,  397. 
Burns  speaks.  Detective  W.  J.,  275. 
Burro  post  card,  a  mountain,  367. 
Business  men  favor  advertising,  69. 
Business  methods,  studying,  80,  89. 
"Butter  Krust  Bread,*'  169. 
Button,  wearing  a,  192. 
Buttons  for  children,  picture,  304. 


Calendar,  a  church,  385;  with  Sunday  dates,  387. 
Calling,  securing  names  for,  355. 
Calling  card,  a  form  for  a,  383. 


INDEX  411 

Canada  draws  American  families,  16. 

Candidates,  biographies  of,  159;  canvass  of  the  town,  86;  speak,  poHt- 
ical,  160. 

Card  attached  to  roses,  281. 

Cards  for  general  distribution,  illustrations  of,  180;  ready  to  be  mailed, 
407;  samples  of  unusual,  186. 

Cartoon  against  the  saloon,  13». 

Certificates  with  reward  coupons,  338,  339. 

Chapman's  window  card,  J.  Wilbur,  221. 

Charitable  institution,  the  church  not  a,  40. 

Chautauqua  seats  utihzed,  142. 

"Cheap"  advertising  form,  a,  27. 

Cheapening,  guard  against,  93. 

Chewing-gum  wrapper,  a,  185. 

Chicago  Tribune,  space  in,  144. 

Child  prodigy  for  Sunday  night,  264. 

Children  aiding  Denver  Y.  M.  C.  A.,  54;  given  advertising  picture  cards, 
306;  remembered  with  post  cards,  303. 

Children's  faces  effective,  191;  garden  plan,  a,  323;  meeting  song  book, 
a,  402. 

China  advertising  John  B.  Mott,  21. 

Chinese  children  for  Sunday  night,  265. 

Christ  in  Gethsemane,  375,  377. 

Christening  certificate,  a  Baptist,  316. 

Christian,  a  definition  of  a,  379;  business  men,  testimonies  of,  273. 

Christmas  thoughtfidness,  compelling,  362. 

Church  attendance,  one-minute  sermon  on,  389;  building,  stereopticon 
views  of  proposed,  56;  buildings  closed,  sinful  to  keep,  161;  directory 
valuable,  a,  343;  member,  reasons  for  being  a,  385;  members  awakened, 
worthless,  393;  members  saved,  costs  to  keep,  30;  membership,  appli- 
cations for,  357;  membership,  training  boys  and  girls  for,  317;  paper, 
a  note  of  thanks  in  the,  101;  phrase,  a  meaningful,  171;  wares,  dis- 
playing, 144;  why  not  go  to?  138. 

Church  advertising,  a  national  school  for,  92;  no  books  on,  4. 

Churches  combine  for  page  ads,  119,  131. 

Chrysanthemum  exhibit,  a,  323. 

Circulating  the  printed  matter,  86. 

Civic  improvement  encouraged,  148,  273. 

Clipping  Bureau,  employ  a,  97. 

Cockran  defines  oratory,  Bourke,  67. 

Collections  increased  by  advertising,  35;  show  popular  interest,  260. 

College,  relating  the  church  to  the,  162. 

Committee  handling  the  advertising,  98. 

Common  expression  illustrated,  a,  200. 

Communion,  letter  reminding  of,  382. 

Community,  serving  the,  149. 

Concerts  by  conservatories,  161;  by  Sunday  school  orchestras,  310. 

Confectionery  menu,  advertising  on  a,  402. 

Confident  in  declarations,  194. 

Conservative,  church  people  naturally,  14,  68. 

Conversion  illustrated  by  map,  195. 

Converted  through  "a  homelike  church,"  25. 

"Cook  with  ice,"  182. 


412  CHURCH  PUBLICITY 

Copy  of  sermons,  prepare,  113. 

Cordiality  phrases,  177. 

Cottage  prayer  meetings,  351. 

Country  boarding  houses,  blotters  in,  403;  church  maiUng  list  for,  406; 
churches,  cards  for,  234;  churches  helping  city  churches,  282;  cir- 
cuits, signs  for,  365. 

Creeds  compared  with  deeds,  391. 

Criticism,  action  under,  59,  60,  69. 

Curiosity  awakened,  179,  199. 

Cuts  illustrating  the  subject,  202;  pertinently  emploj'^ed,  conmion,  186, 
197;  that  point  truth,  190;  valuable,  original,  187. 

Cyclones  and  floods,  sermons  on,  286 

Daily  papers  influence  opinion?  do,  121. 

Deaf  folk,  a  phrase  for,  171. 

Deficit,  advertising  campaign  to  secure  the,  45. 

Delivery  wagons,  cards  on,  233. 

Department  store  employees,  a  service  for,  279. 

Depot  reading-rack,  150. 

Detroit  Times  campaign,  the,  125. 

Display  ad,  a  compelling  question  in  a,  139. 

Display  ads  for  missionary  money,  136;  ads  against  the  saloons,  127; 
advertising,  good  location  for,  132;  advertising,  study,  95;  advertising, 
union  meetings,  141,  142;  campaign  against  evil  resorts,  133;  eight 
words  on  page  of,  131;  form  of,  a  disgusting,  26;  heads,  illustrations 
of,  58;  space  for  funds,  using,  147;  work  poor,  84. 

Distributing  church  bulletins,  402. 

Distribution  done  by  ushers,  general,  405. 

Doctors  do  not  advertise,  why,  27. 

Doctrinal  sermon  subjects,  243,  244,  245. 

Drinking  fountain,  the  value  of,  220. 

Drinking  water  sent  through  the  audience,  283. 

Ease,  suggestions  of,  171. 

Easter  prayer,  an,  382;  thoughts  awakened,  383. 

Editorial  reproduced  as  a  display,  129. 

Editorials  for  papers,  write,  116. 

Editors  to  face  conditions,  compelled,  124. 

Eflaciency  defined,  95. 

Election  night  returns  given,  160. 

Electric  cross  for  parade,  234;  flash  sign  on  church  steeple,  212;  light 
on  steeple,  209;  sign  of  Associated  Ad  Club,  210;  sign,  have  you 
tried  one?  205;  sign  used  by  "Men  and  Rehgion,"  206;  sign  used 
by  Trinity  Church,  Denver,  209;  signs  used  in  Denver,  211;  signs, 
ministers  favor,  207;  signs,  objections  to,  207;  signs,  words  for,  207. 

Emotions  appeal  to  the,  168,  373. 

Employees  of  the  electric  hght  plant,  a  service  for,  279. 

Employment  bureau  advertisement,  146. 

Entertainment  courses,  157,  158. 

Entertainments  provided  for  hohdays,  152. 

Envelope  for  SeK-Denial  Week,  50. 

Evangelists  aided  by  pubUcity,  19. 


INDEX  413 

Excursions  managed  by  the  church,  151. 
Expense  the  chief  obstacle,  28. 
Experts'  conclusions,  a  group  of,  14. 
Experts  define  phrase  values,  184. 

Facts  that  strike  in,  94. 

Faith  shown  by  poor  giving,  small,  42. 

Family  prayer  calendar,  a,  387. 

Feelings  aroused,  good,  201. 

Financial  considerations  prevail,  107. 

Fire  insurance  men,  a  service  for,  279. 

Firemen,  service  for,  276. 

Flag  display,  American,  214. 

Flag  pole  over  the  sidewalk,  214. 

Flower  service,  a  wild,  282. 

Flowers   distributed  by   Sunday   school  scholars,   322;   given   children, 

potted,  322. 
Folders,  no  clue  on  the  outside  of  the,  362. 
Follow-up  system,  a,  407. 
Food  suppHed,  spiritual,  85. 
Freeman's  honesty  campaign,  W.  C,  3. 
Friendly  with  newspaper  men,  110. 
Friend-making  assured,  175. 
Frightened  by  the  term  sensational,  61. 
Fund  proposed,  an  advertising,  88. 
Funds  for  advertising,  how  to  secure,  39;  drawn  by  publicity,  57. 

Gaynor  attends  banquet.  Mayor  W.  J.,  153. 

Gipsy  Smith  campaign,  219;  and  "B"  Natural,  296. 

"Gipsy"  Smith  post  card,  a,  363. 

Giving  all  but  living  expenses,  51. 

Glee  club  picture  attracts,  191. 

Glee  clubs  and  the  Sunday  night  social,  162. 

Goldenrod  service,  a,  282. 

Golf,  but  rehgion  needed  for  recreation,  not,  258. 

Gospel  preaching  not  sufficient,  1. 

Grace  Church  calendar,  an  illustration  of  the,  386. 

Graduating  form  for  a  membership  class,  a,  317. 

Greeting,  an  originally  designed,  378;  form,  a  unique.  380;  form,  an 

unusual,  376;  forms,  brief,  379. 
Greetings  worth  valuing,  375. 
"Grow  or  Go"  motto,  the,  179. 
Gude's  plea  for  out-door  advertising,  O.  J.,  205. 

Hand-drawing,  a  crude,  363. 

Hand  photographed,  167. 

Happy  religion  depicted,  a,  188. 

Happy  Sunday  Evening,  advertising  the,  261;  billboard,  231. 

Headlines  that  command  attention,  179. 

Heart-gripping  message,  a,  368. 

Helpfulness  announced  attractively,  328. 


414  CHURCH  PUBLICITY 

Holidays  preempted,  152. 
Home,  sermon  themes  about,  293. 
Home -builders'  series  for  Sunday  night,  264. 
Homes,  revivals  being  held  in,  352. 
Honesty  in  business,  letters  on,  274. 
Hospitals,  roses  taken  to,  151. 
Hotchkin  advises  personal  notoriety,  W.  R.,  72. 

Hotels,  a  weekly  blotter  in,  404;  advertising  matter  in,  394;  personal  in- 
vitations for,  404;  sending  an  automobile  to,  333. 
Human  interest  stories,  146,  173. 
Humility,  inexcusable,  60. 
Huyler's  unselfish  giving,  John  S.,  51. 
Hyde,  the  manufacturer  of  mentholatum,  A.  A.,  51. 
Hymns  pubUshed,  a  Ust  of  best,  138. 


Illustrated  greeting,  a  beautifully,  377. 

Illustration  for  money  raising,  137;  of  notable  painted  sign,  218;  of  a 

street-car  banner,  235;  a  too  profuse,  171. 
Illustrations  in  the  church  bulletin,  397;  Mr.  Scott's  discussion  of,  188; 

unusual,  193. 
Income  shown  by  pledge  form,  daily,  45. 
Individuals  followed  up,  38;  sermons  built  around,  292. 
Influence  of  an  unfriendly  newspaper,  121. 
Information  draws  gifts,  52. 
Inks,  suggest  colored,  194. 

Interviews  granted  newspapers.  111;  protect  yourself  in,  115. 
Invitation,  a  cheering,  174;  form,  a  nobby,  341;  to  sailors,  a  written, 

277. 
Invitations  for  the  hotels,  204. 


Jesup's  liberality  explained,  Morris  K.,  53. 

Jesus  employed  attractive  methods,  18;  in  prayer  meeting,  the  life  of,  249. 

Kansas  City  flower  prizes,  148. 
Keeney's  notable  card,  Rev.  F.  T.,  172. 
Knights  of  Methodism,  the,  324. 

Labor,  the  gospel  of,  381;  question,  a  ripe,  285. 

Laboring  men,  pay  envelopes  for,  364. 

Laymen  eager  to  cooperate,  11;  speak  at  watch-night,  156. 

Laymen's  effective  advertising,  327. 

Leete  sends  post  cards,  Bishop  F.  D.,  366. 

Letter,  form  for  a  New  Year's,  381;  reproduced,  an  appreciative,  52. 

Letters,  concerning  a  coming  revival,  348;  from  ministers'  sons,  287;  John 

Wanamaker's  advertising,  72;  various  colors  for  special,  408. 
Liberty,  N.  Y.,  church  house,  150. 
Lindsey  speaks.  Judge  Ben  B.,  275. 
Lipton's  fortune  started,  16. 
Liquor  interests  influence  newspapers,  104. 


INDEX  415 

Local  interest,  appeal  to,  192. 

Locate,  phrases  that,  175. 

Location  form,  a  valuable,  172. 

Lodges  cooperating  Sunday  night,  262. 

Logic  warmly  presented,  168. 

London,  a  teetotaler,  the  lord  mayor  of,  274. 

Luce's  prayer  meeting  subjects,  the  Rev.  Frank  W.,  253. 

Magazine  article  series,  294. 

Magazines,  display  ads  in,  90. 

Magic  used  to  teach  truth,  300. 

Mail  too  costly,  119. 

Mailing  out  church  bulletins,  405;  invitations,  406;  hst,  preparing  a,  407. 

Man,  sermon  themes  on  the  imperfect,  288. 

Map  illustrating  religious  progress,  195. 

Matthews  on  the  sensationahst,  Dr.  M.  A.,  65. 

Mayor  orders  church  attendance,  a,  173. 

Members  added  by  advertising,  37;  assigned  two  evenings,  349;  expelled 

for  not  contributing,  47;  only,  admission  cards  for,  239. 
Membership  card,  a  church,  370;  divided  for  a  social,  164;  reminder, 

a,  368. 
Memorial  service,  a  Sunday  school  class,  343. 
Men  provided  for  in  small  town,  young,  150;  sending  invitations  to,  407; 

in  a  separate  room  during  revival,  351;  speak,  prominent,  153,  275. 
Men  and  Religion  campaign  in  Atlanta,  133. 
Men's  meetings  not  announced  in  churches,  22;  service,  a  button  for,  192; 

service,  features  for,  280. 
Menu  form,  nobby,  155. 
Menus,  unique,  164. 

Merchants  of  Binghamton  give  space,  22. 
Midweek  service,  the,  246. 
Minister  appointed  to  rewrite  newspaper  copy,  103;  criticized?  why  is 

the  advertising,  67;  turns  detective,  149. 
Ministers  interrogated,   list  of   150,   5;  sending  sermon  abstracts,   114; 

should  direct  campaign,  11. 
Minister's  personality  made  prominent,  the,  60;  training  equips  to  be 

an  advertiser,  10,  75. 
Ministers'  sons  going  wrong,  182. 
Mission  Ship  on  the  platform,  56. 
Missionary  funds,  pubhcity  gathers,  57,  136. 
Missions,  stock  certificate  for  Sunday  school,  323. 
Modesty  sacrificed  in  publicity,  20. 
Money  for  advertising,  10. 
Money-making  for  God,  51. 
Moody  attracting  with  candy,  D.  L.,  282. 
Moral  campaigns,  newspapers  help  in,  108. 
Morning  worship,  dignity  in,  236. 
Mother,  quotations  about,  293. 
Mother's  Ten  Commandments,  391. 

Motion-picture  hall  on  Sunday,  occupying  a,  271 ;  plant  installed,  159. 
Motion  pictures  in  smaller  towns,  159;  Sunday  night,  281;  unobjection- 
able, 159,  297. 


416  CHURCH  PUBLICITY 

Motto  cards,  178,  181;  a  weekly,  399. 

Music,  an  advertising  sheet  of,  364;  chorus  choir  best  for,  266;  dealers 

arrange  concerts,   161;  for  Sunday  mornings,  244,   245;  for  Sunday 

night,  a  program  of,  265. 
Musical  attractions,  hst  of,  267,  270. 
Musicians  cooperate,  noted,  269;  helping  without  cost,  266. 

Needs  of  the  people,  study  the,  92. 

Negro  Jubilee  Company,  271. 

New  England  Conference,  address  at,  100. 

News  items  furnished,  110;  notes  in  church  bulletin,  striking,  395;  possi- 
bihties  illustrated,  116. 

Newspaper  advertising  most  valuable,  127;  aids  union  revival,  123; 
cooperation,  plans  for,  118;  copy  prepared,  103,  105;  headlines,  study, 
97;  men,  cultivate,  100,  107,  109;  men,  Protestants  among,  106; 
o^\Tiers  appreciate  commendation,  101;  page  ad  reproduced,  135; 
power  illustrated,  120;  refuses  dishonest  advertising,  3;  reports, 
mistreated  by.  111;  speaks,  city  editor  of  a,  280;  training  for  min- 
isters, 114. 

Newspapers  aided  in  a  moral  campaign?  have,  107;  appear  unfriendly? 
why  do,  103;  furnishing  roses,  282;  illustrations  for,  117;  informational, 
modern,  126;  public  opinion  directed  to  affect,  101,  109;  ready  to 
cooperate,  100;  specializing  in  religious  news,  102. 

New  Year,  illustration  for  the,  189;  a  prayer  for  the,'  398. 

•New  Year's  greeting,  the  author's,  381;  greetings,  370;  letter  form,  an 
unusual,  376;  resolutions,  372,  374;  resolve.  Bishop  Quayle's,  380. 

New  York  billboard,  an  effective,  232. 

Notices?  is  it  unwise  to  secure  personal,  70. 

Objections  to  church  advertising,  28. 
Officers  speak,  newly  elected,  273. 
Official  board  cooperates,  the,  10. 
Officials  invited  to  banquets,  152. 
Opinions  are  influenced,  admit  that,  122. 
Oratory  defined  as  sincerity,  67. 
Orcnestra  valuable  Sunday  night,  266. 
Organizations  invited  Sunday  night,  273. 

Paper,  a  local  church,  394;  publishing  a  church,  98;  for  special  letters, 

variously  colored,  408. 
Parade  in  Chicago,  temperance,  232;  "Gipsy"  Smith  and  the  first  men's,  22. 
Parents,  reserved  seats  for,  311. 
Parks,  outdoor  meetings  in,  141. 
Pastor,  using  the  picture  of  the,  366. 

Pastor's  child,  a  picture  of  the,  373;  letter  about  prayer  meeting,  247. 
Pastors  who  have  used  billboards,  227;  who  pay  advertising  bills,  39. 
Pay?  does  pubhcity,  34. 
Penny-a-Day  Form,  a,  46. 
People's  Need,  phrases  for  the,  78. 
Permanent  Results,  securing  no,  63. 
Persistent  Publicity,  82,  87. 


INDEX  417 

Personal  work,  follow  with,  84;  workers  help,  354. 

Personality,  let  out  your  own,  60,  167,  296. 

Philadelphia  North  American  excludes  advertisements,  the,  125. 

Phrase,  marks  of  a  valuable,  184;  for  the  revival  period,  a,  347;  "See 
that  Hump"  patented,  169;  used  by  Des  Moines,  144; 

Phrases  that  provoke  thought,  78,  138;  for  Sunday  night,  263. 

Picnic,  a  fall-time,  314. 

Picture  illustrations  in  demand,  187. 

Pictures  enforcing  Bible  truths,  297;  given  for  illustration,  117. 

Pierce's  remarkable  bulletin  board,  Rev.  Dr.  R.  F.  Y.,  214. 

Plans  employed  in  a  small  town,  Ust  of,  8. 

Piatt's  motto.  Senator  Thomas  C,  392. 

Playgrounds  and  cheaper  rents  enforced,  127. 

Playlet,  home  talent,  162. 

Pleasure  connected  with  the  church,  151. 

Pledge  card,  emphasizing  daily  income  on  a,  45;  suggested  form  for  a,  44. 

Pledges  to  attend  prayer  meeting,  246. 

Policemen,  service  for,  276. 

Political  parties  represented,  160. 

Pope  needs  publicity,  the,  20. 

Popular  services  for  Sunday  night,  176,  260. 

Post  card,  form  for  a  personal,  367;  a  very  effective,  368. 

Post  cards  mailed  to  boys,  303;  sent  out  by  groups,  revival,  350;  sent 
to  shut-ins,  366;  for  Sunday  school  classes,  337;  valued  by  children, 
301,  302. 

Postal  card,  a  photograph,  241. 

Prayer  in  the  bulletin,  a  weekly,  399;  .card  form,  a  usable,  356;  of  con- 
fession printed,  a,  237;  for  New  Year's,  a,  377;  for  the  New  Year,  a,  398. 

Prayer  meeting,  new  life  in,  246;  a  quiz  for,  251;  social  to  follow,  256. 

"Preachers  do  for  us,"  what,  32. 

Press  representative  appointed,  103. 

Primary  Department  invitation,  a,  312. 

Printers,  Hst  of  speciahzing,  96. 

Privacy  impossible  to  the  minister,  19. 

Prize  contest  for  boys,  325. 

Probationers*  class  at  midweek  service,  247. 

Program  for  a  series  of  prayer  meetings,  255. 

Prominent,  making  the  church,  148,  165. 

Public  buildings  utilized,  155;  life  misrepresented,  men  in,  111. 

Publicity  committee  of  laymen,  97;  pays  the  Sunday  school,  327;  plans 
for  groups,  350;  tempts  one  to  be  foolish,  68. 

Puzzle  Cut,  a,  202. 

Quayle's  New  Year's  resolve.  Bishop  W.  A.,  380. 

Questionnaire  employed  by  Dr.  Walworth,  289. 

Questions  for  boys,  324;  for  boys  and  girls,  ritual,  319,  320;  for  chil- 
dren at  the  entertainment,  300;  concerning  customs,  290;  illustrating, 
199;  for  prayer  meeting,  list  of  prepared,  251,  252,  253;  that  startle, 
182;  used  at  prayer  meeting,  251,  252,  253;  used  as  preludes,  295. 

Quotations  with  sermon  themes,  244,  245. 

Eailroad  rates  checked,  raise  in,  148. 


418  CHURCH  PUBLICITY 

Rainbow  employed  for  publicity,  13. 

Rail's  Bible  chapter  directions,  President  H.  F.,  388. 

Randall's  men's  class.  Rev.  J.  Hermann,  329. 

Religious  contents  not  marked  on  outside  of  folder,  362. 

Repetition,  wasteful,  172. 

Reporters,  manuscripts  prepared  for,  116. 

Resolutions  scattered,  New  Year's,  373. 

Responsibility,  bear  the,  99. 

Returns  greatly  increased,  35. 

Revival,  advertises  the  church,  a,  345;  auto  parade  for  a,  234;  billboard, 

a,  229;  dates  fixed,  348;  in  a  small  town,  a,  21;  insuring  a,  346;  men 

taken  alone  during  a,  351;  sermons  to  prepare  for  a,  240. 
, Revival-meeting  assigned  to  a  club,  a,  353;  cards,  358,  363;  display 

advertisement,  a,  124;  phrases,  178,  347;  subjects,  357,  359,  361. 
Revival  meetings  announced  with  signs,  219;  a  goal  set  for  the,  349. 
Revival  services  in  homes,  352;  members    pledged  for,   347;  subjects 

that  prepare  for,  248. 
Revivals,  a  tag  card  for,  364. 
Reward  card,  a  nobby  picnic,  314. 
Reward  coupons  for  Sunday  school  certificate,  338,  339. 
Riis*  fight  for  playgrounds,  Jacob,  101. 
Ritual  for  boys  and  girls,  319. 
Roberson's  Travelogues,  157. 
Roman  Catholics  advertise  subjects,  20;  secure  favorable  attention? 

why  do,  105. 
Roof  garden  on  a  church,  a,  282. 
Rooster  cut  explained,  the,  298. 
Rose  presented  to  everyone,  a,  280. 


Sailors,  a  service  for,  277. 

Saints,  present  day,  254. 

Saloon  pronounced  the  source  of  vice,  140;  with  display  ads,  opposing 
the,  127,  129. 

Samples  of  printed  cards,  180;  systematized  for  use,  95. 

Saturday  night  entertainments,  158. 

Scholars,  following  up  prospective,  333. 

School-teachers,  reception  for,  155. 

Scripture  painted  on  billboards,  220;  painted  on  building  wall,  219; 
printed  as  display,  145. 

Seattle  laymen  and  red  fights,  23. 

Self -Denial  Week,  an  envelope  for,  50. 

Selfishness  seeks  seclusion,  59. 

Self -pushers,  newspaper  pubficists  called,  114. 

"Sensational"  in  a  bad  sense,  61,  62;  frightened  by  the  term,  65;  min- 
ister? what  is  a,  61. 

Sensationalism  sometimes  commendable,  66. 

Sensationalist,  John  the  Baptist  called  a,  1. 

Sermon  on  bulletin  board,  brief,  213;  outlined  for  baseball  service,  278; 
series,  a  Sunday  morning,  241,  244;  subjects,  pictures  enforcing,  200; 
subjects  from  current  events,  286;  subjects  on  the  Ten  Command- 
ments, 295;  theme,  phrasing  the,  83,  92,  117;  themes  for  Sunday 
morning,  241,  243. 


INDEX  419 

Sermons  built  out  of  Answers  to  Questions,  289,  290,  291;  built  around 
books  of  fiction  and  poetry,  293,  294;  built  around  noted  men,  292; 
distributing  the  pastor's,  239;  drawing  by  a  continued  story,  239; 
newspapers  commended  in,  101;  put  out  by  committees,  98;  in  story 
form,  294;  what  gleaned  from,  255. 

Services,  unique  phrasing  for  regular,  396. 

Sign  across  the  street,  a  net,  214;  a  notable  rehgious,  206. 

Signs  in  the  neighborhood,  216. 

Sin  portrayed  by  map,  195. 

Singing,  phi-ases  that  promise  worthful,  175. 

Sinners,  Bible  time,  359. 

Slogans  that  are  remembered,  94. 

"Smile"  couplet,  a,  339. 

"Smile  and  Push,"  392. 

Snow  displayed,  ice  and,  285;  service,  a  picture  of  the,  284. 

"Snow"  service  in  summer,  283. 

Social,  the  after-church,  163;  after  prayer  meeting,  256;  hfe  helps  re- 
vivals, 339;  room  in  small  town,  150. 

Socialism  and  Mayor  Lunn,  285. 

Socials  that  attract,  342;  Sunday  afternoon,  151. 

Southern  social,  a,  342. 

Souvenirs  presented,  post  card,  301,  302. 

"Space"  form,  a  striking,  143. 

Speakers  for  Sunday  night,  noted,  273;  for  Sunday  school  class,  noted,  330. 

Spiritual  thermometer,  a,  389. 

Spirituality  is  vital,  79,  81. 

Springtime,  subjects  appropriate  to,  285. 

Stereopticon  views  for  revival  services,  359. 

Stewart's  crude  form,  A.  T.,  166. 

Stock  certificates  sold,  55. 

Store  windows,  use  for  empty,  225. 

Street,  stereopticon  views  on  the,  215. 

Street-car  cards,  224. 

Study  classes  after  supper,  165. 

Subjects  for  the  midweek  service,  248;  for  revival  meetings,  357;  for  a 
Sunday  school  class,  vital,  330,  331;  in  fewest  words,  revival,  360. 

Success,  a  prize  definition  of,  390;  prominent  men  testify  concerning,  274, 

Summer  announcement,  a,  177;  a  "  snow  "  service  in,  283;  Sunday  nights, 
drinking  water  for,  283;  topics,  suggested,  283. 

Sunday  afternoon  socials,  151;  closing,  newspapers  aided  in,  108;  evenings, 
should  remain  at  home,  257;  morning,  a  card  for,  242;  morning 
distributing  in  the  neighborhood,  402;  morning  sermon  themes,  243 
morning,  special  music  for,  244;  newspapers,  interviews  in,  113 
newspapers,  religious  inserts  for,  113;  night  counter  attractions,  258 
night  services  for  policemen  and  firemen,  276;  night,  tableaux  and 
object  lessons  for,  265;  night,  using  an  aerodrome  on,  272. 

Sunday  school,  advertising  card  for  the,  299;  aided  by  motion  pictures, 
the,  297;  class,  a  noted  social  service,  330,  331;  class,  noteworthy  ad- 
vertising for  a,  333,  334,  335,  336;  class  illustrations,  188;  class  service 
at  a  penitentiary,  a,  344;  class  year  book,  401;  class  paper,  pubhshing 
a,  343;  classes,  post  cards  for,  337;  contest,  cards  for  a,  310;  decision 
day,  318;  enrollment  certificate,  a,  313;  entertainments,  310;  nota- 
ble "cut"  for,  190;  papers  in  the  depot,  322;  picnic,  a  free,  315;  keeps 


420  CHURCH  PUBLICITY 

open  house,  321;  Sunday  evening  for  the,  311;   time  table,   a,  307, 

308,  309. 
Support,  church's  right  to  claim,  43;  from  nonattendants,  compelling,  41. 
Supreme  Court  arraigns  the  saloon,  140. 
"System's"  owner  eulogized,  32. 

Tableaux  for  Sunday  night,  265. 

Talent  kept  over  for  Sunday,  158. 

Teaching  paragraphs,  valuable,  390. 

Telephone  Company,  showing  expenditure  of  money  by  the,  257. 

Telephone  form,  the,  167. 

Temperance  argument  in  window  display,  224. 

Tender  subjects  illustrated,  203. 

Testimony  valuable,  personal,  52. 

Thermometer,  a  spiritual,  369.  » 

Thermometer  cut,  an  impressive,  173. 

Tithing  to  be  enforced,  47;  income  illustrated,  49;  pledge  card,  a,  48. 

Tom  Thumb  entertainment,  a,  312. 

Topics  inserted  in  window  cards,  223. 

Total  abstinence  secured,  letters  on,  274. 

Town,  can  secure  special  music,  every,  267;  illustrated,  hfting  the,  200; 
newspaper  injuring  a,  121;  pastors  used  Sunday  night  attractions,  259. 

Training  class  for  boys  and  girls,  topics  treated  in,  318;  needed,  adver- 
tising, 8;  at  prayer  meeting,  subjects  for,  251. 

Traveling  man's  service,  280. 

"Truth,"  the  motto,  210. 

Tuberculosis  Society,  funds  for  Anti-,  17. 

Unbelievers*  objections  answered,  354. 

Unchurched,  attract  the,  259. 

Unconverted,  an  audience  of  the,  22;  tickets  for  the,  355. 

Union  services  and  advertising  in  smaller  towns,  141. 

Vacant  lots,  signs  on  fences  surrounding,  216. 
Valued  greeting,  a,  375. 

Van  Dyke's  The  Gospel  of  Labor,  Dr.  Henry,  381. 
Victory  of  Mary  Christopher,  The,  48. 

Wall  card,  an  Easter,  383;  a  New  Year's,  374. 

Walls,  framing  for  the,  375. 

Walworth's  Questionnaire,  Rev.  Charles  L.,  289. 

Wanamaker's  early  and  subsequent  expenditures,  John,  14. 

"Want  Ad"  section  used,  146. 

Watch-night  program,  156. 

"Week-day  Prayers"  first  in  a  newspaper,  116. 

Week's  program,  a  whole,  163. 

Welcome,  a  cut  illustrating,  174,  361;  poem,  a,  399, 

Welsh  Glee  Club,  a,  271. 

Wesleyan  University  Glee  Club,  162, 

Weston,  the  walker,  261. 

"Whistle,  hear  her,"  191. 


INDEX  421 

Whistling  hymns,  268. 

Wilson,  religious  utterances  of  Woodrow,  389. 

Window  Card,  brief  wording  for,  222";  a  design  for  tasty,  221;  for  homes, 

223;  prepared  for  sermon  topics,  223. 
Window  display,  advertising  in,  224,  226;  illustrated,  225. 
Wishes,  good,  201. 
Word  groups,  pertinent,  213. 
Worded  poorly,  143;  well,  172. 
Wording  for  revival  sign,   219;  for  street-car  cards,   224;  for  window 

card,  222. 
Words,  confused  by  too  many,  130,  171;  a  play  upon,  181;  put  in  twenty, 

177. 
Workers,  print  list  of,  396. 

Year's  "goal  fixed,  the,  398. 
Yell,  a  Sunday  school,  306. 

Young  people,  illustration  for,  189;  held  by  happy  times,  339. 
Young  people's  faces  attract,   191;  talent  employed,  214,  226;  work, 
importance  of  the,  317. 


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